Apple doesn’t want to hear about artificial intelligence

Apple took advantage of WWDC’s opening conference on Monday night to unveil one of its biggest projects in recent years, “Apple Intelligence.” Although this software solution resembles artificial intelligence (AI), Apple refuses to use this acronym.

The Apple brand knows this, it has with Apple Intelligence its competitor of Microsoft’s Copilot and Google’s Gemini. But he doesn’t want to blend in with the crowd. On this point, Apple’s communication is very well tested.

Apple demonstrated this differentiation strategy very clearly at Monday night’s conference. The term “artificial intelligence” was used only three times in two hours. He never mentioned “Apple Intelligence.”

Far from a first time
The choice made by the Apple brand may come as a surprise, but it is not the first time that the company has used such a strategy. In many other cases, in fact, the Cupertino company had already used its own names to present simple solutions used by most of the market.

One of the oldest examples is undoubtedly that of the smartphone. Apple uses this term very little, preferring to speak directly about iPhone, a word it uses to define this product in its language.

This mania for making everything look different reached its limit a few years ago. Arguably uninspired, Apple’s marketing teams only talked about “magic.”

“Apple’s Artificial Intelligence”
Faced with this desire of the Cupertino company not to do anything like the others, a solution must be found. If the term “AI” is banned by Apple’s communicators, we journalists need to find another way to name “Apple Intelligence.”

On this point, the editor-in-chief of the Engadget media outlet, Devindra Hardawar (her article is available as a source) came up with an interesting idea. He plans to talk about “Apple AI” to distinguish between Apple’s Bitten solution and others.

A classic methodology, already used for many other Apple services such as Maps, Music or Apple TV+.