3 mo. ago • 94%

Apple refuses to call Apple Intelligence 'AI'

www.engadget.com Apple refuses to call Apple Intelligence 'AI'

Apple won't dare call Apple Intelligence AI.

80 comments

iAI

(...will always love you 🎵)

116
- i AI Captain.
  
  4
Let's be honest. They certainly plan to, but first they're gonna see if saying "Apple Intelligence" a bunch is going to convince people they actually did something innovative.

98
- Knowing apple fans, it will work.
  
  54
- They did kind of do something innovative. Some of “Apple Intelligence” features can run on device, even with only 8gb of ram.
  
  -6
  
  This isn't actually innovative it is just not OpenAIs business model. This recent trend is honestly a much smaller blip than most people recognize.
  
  28
  
  Most large opensource models run just fine on 8gb. It’s absolutely nothing new…
  
  26
- We’ll see how it pans out. As of now I don’t know of any phone manufacturer doing on-device AI… so??? Is that innovation?
  
  -12
  
  Google has been doing on device stuff since at least the pixel 3
  
  20
  
  Google does on the Pixel line, at least for pictures (and probably more).
  
  15
  
  I mean the biggest innovation here isn't the "AI" (partially "on-device" or otherwise). It's exposing the apps action hooks to the model.
  
  9
They're trying to make people associate the term "AI" with its long form spelled out, which is obviously Apple Intelligence. The goal would eventually be that when people throw out the term AI, it's assumed that they mean apple intelligence.

84
- Great point!
  
  11
- This is exactly why, and as simple as it is, it’s brilliant passive marketing. It stealthily implants an association to Apple Intelligence into every product and article that mentions AI, and might even require the author to distinguish their meaning when they use the acronym. They’ve Sherlock’d AI.
  
  10
Because they can't patent it and troll everyone else for money.

71
- What are some examples of Apple being patent trolls? Genuine question
  
  8
  
  Samsung Lawsuits: Apple’s series of lawsuits against Samsung over alleged patent infringements related to smartphone and tablet designs and functionalities have been seen by some as overly aggressive. These lawsuits have led to significant financial penalties for Samsung and have been viewed as attempts to stifle competition rather than protect genuine innovations.
  
  App Store Patents: Apple has been known to enforce its patents related to the App Store, targeting other companies that have tried to create similar platforms. This has sometimes been criticized as an attempt to maintain a monopoly over app distribution for iOS devices.
  
  HTC Lawsuit: In 2010, Apple filed a lawsuit against HTC for allegedly infringing on 20 Apple patents related to the iPhone’s user interface and underlying architecture. Some viewed this as an aggressive move to slow down the growth of Android devices.
  
  Patent Assertions Against Smaller Companies: There have been instances where Apple has asserted its patents against smaller companies or startups. Critics argue that these actions can stifle innovation and competition, as smaller companies often lack the resources to fight prolonged legal battles against a giant like Apple.
  
  15
  
  They quite literally tried to claim that they invented the rectangle with rounded corners....
  
  https://www.engine.is/news/category/in-apple-v-samsung-scotus-sided-with-reason-over-rounded-corners
  
  6
couldn't you at least choose a name with different initials?

34
- It's the whole point. They'll try to take over the AI brand by doing this.
  
  "So what does AI actually stand for? "
  
  "It stands for Apple Intelligence, of course!"
  
  "Wow, Apple really is everywhere, they are so good and competent."
  
  This will happen too often.
  
  53
  
  The worst part about this is us calling it "Apple intelligence" ironically will make idiots believe that to be correct.
  
  8
  
  yeah but then it doesn't make sense to refuse to call it AI.
  
  2
- iIntelligence?
  
  7
32
iA. Gotta stick with the naming convention. IntelliApple or some thing.

25
- "intelligence Artificielle" in French
  
  9
  
  Well they could have went with the Canadian version and called it Enhanced Hardware Intelligence or Eh-I for short
  
  2
- IntelliApple
  
  Reminds me of the Microsoft IntelliMouse. Man I'm old.
  
  5
  
  And IntelliSync, so you could have the same contacts in your PC and your Palm Pilot.
  
  1
It's ok. Everyone else will do it for them.

25
If you acronymize "Apple Intelligence", you will get AI. They were probably just hiding it.

17
- They always rebrand features for marketing, you aren't in a video chat you're FaceTiming™. You aren't talking with AI you're talking with Apple Intelligence™.
  
  15
  
  Now let's add these words to the dictionary because everyone will use them.
  
  Duh, I'm kidding, "Apple Intelligence" is a silly name anyway.
  
  1
Here you go Apple: 🍏I

13
Yeah, this is super on-brand for Apple. They still have the Jobsian slavish devotion to branding with all the Tim Apple complete lack of understanding as to its value or how to leverage that value.

11
- Call Apple what you will, but suggesting the 9th highest revenue company in the world lacks understanding of how to leverage its brands doesn’t really make sense to me.
  
  66
  
  Also, Forbes rates Apple as having the highest brand value of any company in the world.
  
  https://www.forbes.com/powerful-brands/list/3/
  
  31
- Did.....did you really try to say Apple doesn't understand how to leverage its value?
  
  How many billions did you make last year?
  
  21
- I agree with you. I think the responses to your comment are missing a few key points
  
  Calling an Apple product something weird with “i” or “Apple” is Jobsian slavish devotion to branding
  
  Under Tim Cook, innovation has arguably stagnated (see comparisons to Ballmer
  
  Cook has not leveraged the value of Apple’s innovation successfully eg Apple Silicon being limited to Apple devices vs PowerPC days, the Vision Pro being horrible, the recent hilarious iPad creativity crusher ad.
  
  A company with Apple’s market cap can do dumb shit and still appear valuable just because they have Apple’s market cap.
  
  I read OP as “names are dumb and this is just Apple trying to be different in the same way everyone else is.” I think all of that is true and I think it’s valid criticism of the product. My last point about Apple’s value is probably the most important. They can do a lot of dumb shit before it matters.
  
  18
- Sorry to bring this argument to yet another thread, but the only reason why what is fundamentally the exact same feature was generally perceived as a disaster for Microsoft last week and what seems to be a net win for Apple this week is that man, they do seem to understand these things.
  
  "Apple Intelligence" is a very stupid name, though.
  
  8
  
  I'd say it's because Apple's implementation isn't essentially spyware at it's core. The Microsoft implementation was straight up deranged and dangerous, frankly.
  
  22
Too late

10
How about "Apple Idiocracy" ?

7
... or BI for better Intelligence, CI for common intelligence .... YI for yummy intelligence, ZI for zoomers intelligence ...

7
No they don’t, they call it AI right at the top of the page advertising it on their website.

https://www.apple.com/apple-intelligence/

7
Suppose they learned from calling siri an Ai

6
- So I've been at a corporate offsite all week. I'm sick of hearing about "alpha" and "genai". Business and leadership are so up their own asses. I've been holding back so long on asking a question around the general morality of the bed they're making. I'm so curious where the future is going to go. We are in an arms race when it comes to LLMs
  
  5
It's because it's not artificial, it's organic.

5
Of course not. They didn't think of it but they name their shit so it abbreviates to it. What a bunch of pretentious assholes.

5
Reminds me of this gem https://www.youtube.com/watch?v=ulqRsqD0R64

5
- Here is an alternative Piped link(s):
  
  https://www.piped.video/watch?v=ulqRsqD0R64
  
  Piped is a privacy-respecting open-source alternative frontend to YouTube.
  
  I'm open-source; check me out at GitHub.
  
  1
  
  Got error: "Sign in to confirm that you're not a bot"
  
  2
They just want to Think Different.

Unfortunately that often means being stupid.

3
i AI

3
Of course not

1

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