News JVTech Apple didn’t once say “artificial intelligence” when it launched the Vision Pro and we think we know why…
Published on 08.06.2023 at 11:25
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The keynote opening Apple’s WWDC 2023 lasted two hours and five minutes. And at no point did the term “artificial intelligence” come out of the mouth of Tim Cook, Craig Federighi, or any other Apple employee attending the event. funny funny…
Apple is obviously not interested in AI
Since the introduction of ChatGPT, Midjourney and a host of other tools AI has evolved from an intangible element for the end user to a tool for everyday use, which almost everyone in tech wants to carry, or at least use in their products. Microsoft, Google or even Adobe have made it. But obviously Apple seems to want to pursue a completely different strategy.
The success of large language models and conversational interfaces has automatically increased directed the hints at Apple with one question in mind: will they release anything related to these innovations? Apple has been releasing technologies that leverage artificial intelligence and machine learning for many years, but has focused on using the second term rather than the first. And if we talk about machine learning, These are almost always utilities running in the background if they are not actual products.
Apple uses this type of technology, for example, for the fall detection of the Apple Watch, in the photo app for automatic categorization and localization of images, in the health app, via Face ID or simply in text prediction and Siri.
AI was the focus of Apple’s WWDC, albeit underwater
During the keynote at the opening of WWDC Apple has chosen not to talk about artificial intelligence, but rather machine learning. Why this choice? Well, simply because The apple prefers expressions of its own invention to fashionable expressions. During this two-hour presentation Apple didn’t use the term “metaverse” either. (which probably would have been good for Meta), but preferred to focus on the term “spatial computing” to talk about the Vision Pro.
Photo credit: Capture Apple WWDC 2023
In a company so used to dominating narratives and controlling history, using the term “artificial intelligence” poses another risk.. In fact, we know from the recent rise of AI that it is promising and spectacular, but also thatThere are people waiting for a hiccup to turn a profit. And by sticking to its own terms, Apple creates a safety net by avoiding double-edged fads.
Every big company pays attention to every detail when communicating in their presentations, but Apple pays special attention to this aspect. Not using the term “artificial intelligence” just once, namely in the context of a conference for developers, namely in the year 2023, is inevitably a conscious decision.. In its job advertisements, for example, the company uses this term without fear, But she prefers not to do so in public.