How Apple Quietly Pulled Off the Marketing Coup of the Year

How Apple Didn’t Join the AI Race — It Leapt Beyond It

Don’t look now. Hidden in plain sight, Apple just pulled off the marketing coup of the year. What do I mean? It’s in the pic above: “Apple Intelligence.” Why is this such a smart…pun fully intended…intelligent…and powerful idea?

By the way, if you haven’t already, come join us over at The Issue, where we talk about everything from politics to society to economics to culture. Here’s the latest article on Biden, the state of the world, and how I feel about it all.

Now. Think with me about what makes a good brand, excellent marketing, and I don’t really like those words — let’s just think about how we communicate, build relationships, and forge trust. It’s harder than ever to do, these days, because…look at the world…people aren’t exactly in a trusting mood. So this thing we call branding, marketing, relationships — I call it “the soul of an organization”, really — it’s hard, hard work these days, and so the field is in a crisis, but that’s another story.

Now think with me about “AI.” Its…brand. How do you feel when someone says those words, that phrase, to you? If you’re a corporate exec, desperate to grow the bottom line, in a stagnating global economy, sure, you feel a rush…