Apple Intelligence is cause for both celebration and concern

The company is betting big on AI — but is this the kind of functionality consumers, not shareholders, were asking for?

Kostas Farkonas
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“Apple Intelligence” is a blanket term for the company’s machine-learning and generative algorithms adding AI functionality to its latest operating systems, but will mainstream consumers show more than a passing interest in it? (Image: Apple)

Apple is not a company that takes big risks or truly innovates all that often, certainly not as often as it would have everyone believe. Allow yours truly and every other tech reporter that knows this, then, a moment to enjoy the spectacle of this particular company taking a huge risk now in the field of artificial intelligence so as to satisfy its shareholders, excite consumers and, frankly, stop looking like a distant sixth in the race every other Silicon Valley giant has already joined.

Whether Apple should have taken that risk earlier, whether it’s now taking it under favorable circumstances or whether it’s already too late remains to be seen. For the time being, let us celebrate this choice for what it is: a bold step forward when the company needed it the most, as well as proof of the fact that even Apple can give in to peer pressure if its perceived value (the only value Wall Street cares about) is threatened.

The huge risk the company is taking with AI — by bringing these generative models and machine learning algorithms to hundreds of millions of devices with the release of iOS 18, iPadOS

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Kostas Farkonas
Turn On | Press Play

Veteran journalist, project kickstarter, tech nut, cynical gamer, music addict, movie maniac | Medium top writer in Television, Movies, Gaming | farkonas.com