Key points:

• Apple, during its recent major event, unveiled several new products and updates but refrained from referring to AI (Artificial Intelligence), even for features typically associated with it.
• The company, instead of using the buzzword “AI,” described relevant updates as “machine learning” and even seemed to minimize the use of that term.
• The avoidance of the AI term reflects Apple’s concern that the extensive use of AI as a marketing term is diluting its meaning and confusing customers about the actual nature of the product, and also seems to mirror the growing unease about AI’s potential negatives, including privacy concerns.

Summary:

At its latest event, Apple introduced new products and updates without any reference to artificial intelligence (AI), a notable departure from other tech companies’ marketing practices. Instead, Apple referred to machine learning, a term less frequently used in popular parlance. The choice seems to reflect a deliberate decision to reject the buzzword “AI,” which Apple feels is overused and misinterpreted in marketing.

Furthermore, the company’s approach mirrors an increasing concern over potential negative associations with AI, including data privacy issues and the risk of miscommunication about product capabilities.