Apple does AI… without saying AI

Apple avoided the AI hype at WWDC keynote

If you watched Apple’s WWDC keynote in June 2023, you may have realized the lack of mention of the term “AI” during the presentation. The term was not uttered; not even once. The technology was referred to, of course, but always in the form of “machine learning” — a more subtle and technically accurate description.

This is in complete contrast to what happened recently at events of other Big Tech companies, such as Google I/O or Microsoft Build.

Apple, as it often does, took a different route. Instead of highlighting AI as an omnipotent force in its own right, they only pointed to the features they developed by baking machine learning into its products.