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“How do you shorten Apple Intelligence?” That’s the question I asked several Apple employees at WWDC 2024, and their rehearsed responses were comically ridiculous.
“We just say Apple Intelligence,” they say. “Yeah, but do you say that every time? The AI ​​initials are right there!” I retorted. Most responses were awkward smiles and clenched teeth, as if some human programming error was happening in real time. (Yes, I know that’s just an overly aggressive media training exercise.) One person suggested we also say “Personal Intelligence,” which is a longer phrase than Apple Intelligence.
No doubt Apple Intelligence means a lot to the company — it’s an effort to compete with Microsoft’s (yet unproven) Copilot and Google’s Gemini, it’s a way to make Apple look “hip” with ChatGPT, and it should enable a ton of new features for consumers — but Apple Intelligence is anything but “AI” for Apple.
Normally, we would think this was just a branding gimmick. But when we talk about Apple Intelligence, it becomes problematic. It’s a long phrase that you might want to shorten to “AI,” but how do you differentiate that abbreviation from ChatGPT, Copilot, and the general concept of AI? During the WWDC 2024 keynote, Apple only mentioned the phrase “artificial intelligence” three times: twice in reference to previous AI-powered features, and once when talking about “other artificial intelligence tools” like ChatGPT.
At this point, I decided to call Apple Intelligence “Apple AI”, a short name that would differentiate it from competitors’ products. Sure, it means “Apple Apple Intelligence”, but people still call it an “ATM machine” or a “PIN number”. It’s not my fault that Apple decided to adopt the acronym “AI”.
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