Only Apple Would Try to Rebrand AI. Will It Succeed?
After a spectacular showcase comes the challenge of getting consumers to embrace ambitious new features that may be slow or buggy.
The new AI.
Source: Bloomberg
You have to hand it to Apple Inc. After an embarrassing, tone-deaf ad last month that made the company look oblivious to AI’s impact on the world, its marketing department has now rebranded AI as “Apple Intelligence.” It’s a feat of superiority only the company could pull off.
Customers of Macs and the latest iPhones will use it to rewrite emails, transcribe and summarize calls, generate images and, most enticingly, cross-reference information from Apple apps. “Will I get to my daughter’s play performance on time?” Apple Software Chief Craig Federighi asked in one demo at the company’s annual World Wide Developers Conference on Monday. Apple Intelligence would talk to his iPhone’s proprietary Calendar, Maps, Mail and iMessage apps behind the scenes to answer the question.