During Apple’s Worldwide Developers Conference (WWDC) presentation, the company notably avoided mentioning artificial intelligence (AI) — the hottest tech buzzword of the moment. This is in stark contrast to other tech giants such as Microsoft and Alphabet, who mention AI frequently during earnings calls and conferences. In April alone, these companies collectively mentioned AI 168 times.
Despite not using the term, Apple did introduce several features that fall under the AI umbrella, such as voice transcription and improved autocorrect. However, Apple tends to avoid the hype surrounding buzzwords and instead focuses on precision and accuracy when labeling its products. For example, features like personalized volume and smart stack are referred to as machine learning instead of the vague term AI.
Additionally, compared to other tech companies, Apple is not known for its generative AI offerings. Apple has been slower to adopt open-source technology driving AI development. Siri, Apple’s personal assistant, has been overshadowed by other AI products such as ChatGPT and Google Assistant. Furthermore, Apple Watch’s SOS feature, which is AI-powered, is known to make mistakes.
However, Apple’s CEO, Tim Cook, is likely unfazed by this. He is still making a significant profit from the AI trend without even having to mention it by name.
In conclusion, Apple’s avoidance of the term AI during its presentation is likely an intentional move to avoid the hype around buzzwords. Despite this, the tech giant still offers a range of AI-based features in its products.
