Apple Intelligence, or simply pragmatism?
The company’s opening presentation at its WorldWide Developers Conference (WWDC) was focused on addressing its failure to incorporate AI into its products while not admitting as much. Basically, trying to make a virtue out of necessity, which is not easy in the world of Big Tech.
Apple’s fundamental problem is that due to its policy of respect for privacy, which the company exploits in terms of image and differentiation, it has much less data from its operations than Meta, Google, Microsoft and others. As far back as 2015, there were reports that Apple’s privacy policies were leading some data scientists to turn down job offers at the company, preferring instead to go to the competition where they would have more material to work with. The situation has not changed since then, except for one issue: the arrival of a very inefficient generative algorithm, which causes those data needs to skyrocket, worsening the company’s problem.
Seen this way, what could Apple do? Basically, play with the A of its brand and call its model Apple Intelligence, positioning it as “AI for the rest of us”, in other words, AI for people who can’t be bothered with technology, but want a few basic features. And, above all, not feel inferior to those who have devices from other brands. Boring and practical… But that’s not necessarily a bad thing. It was left to the end…
