Only Apple Would Try to Rebrand AI. Will It Succeed?
Live Mint-- 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. “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 will also decide, on the fly, if a query like “Will I get to my daughter’s play performance on time?” requires extra computing power. If it does, it’ll access a bigger AI model that Apple made, via something called “Private Cloud Compute,” which is essentially Apple’s own servers. Little wonder then, that Bloomberg’s senior Apple reporter Mark Gurman has said the new AI features will be buggy and in “beta” when they launch this fall.