In the WWDC 2024 keynote presentation, Apple mentioned “AI” only three times, compared to over 120 times in Google’s I/O keynote. This shows that Apple is marketing its machine-learning features as “Apple Intelligence” instead of using the term AI. Some of the AI-powered features demonstrated include email proofreading, audio transcription, and image editing. Apple is also introducing its own twist on generative AI with features such as on-device image generation called Genmoji. The company’s approach to AI differs from its competitors, and one reason for this could be its dedicated user base.
Apple’s customer base is sticky, meaning they are loyal to the brand and less likely to switch to other platforms. This loyalty is partly due to Apple’s focus on creating aspirational products that are easy to use. Despite its immense popularity and high valuation, Apple may be lagging behind in AI investments compared to companies like Microsoft. By gradually integrating AI features under the “Apple Intelligence” label, the company can avoid some of the concerns surrounding generative AI while still providing value to its users.
Some critics argue that Apple may be playing catchup with rivals who have been promoting their AI capabilities for longer. However, others believe that Apple’s cautious approach is a strategic move to ensure that the technology actually solves problems for customers. By taking the time to develop AI features that work seamlessly and reliably, Apple may be able to avoid the missteps and controversies that have plagued other companies in the AI space. This approach reflects Apple’s commitment to creating products that simply work without the need for flashy marketing.
While Google has faced criticism for rushing its AI capabilities to market, Apple seems to be taking a more measured approach. The company’s customer base is willing to pay a premium for products that are known for their reliability and ease of use. This means that Apple may not feel the same pressure to aggressively promote its AI capabilities as its competitors. By focusing on integrating AI features subtly into its existing products, Apple can continue to appeal to its loyal user base without compromising on quality or user experience.
Overall, Apple’s approach to AI, branded as “Apple Intelligence,” reflects the company’s commitment to creating products that are both innovative and user-friendly. While it may not be as flashy or aggressive in its promotion of AI as other tech giants, Apple’s focus on quality and customer satisfaction sets it apart in the market. As the company continues to develop and integrate AI features into its products, it will be interesting to see how its strategy evolves and how it positions itself in the rapidly advancing field of artificial intelligence.
