Pretty much it. That said, they did try to appease the markets by announcing 'Apple Intelligence' so they didn't appear to be behind everyone.

They did do the smart thing of not throwing too much capital behind it. Once the hype crumbles, they will be able to do something amazing with this tech. That will be a few years off but probably worth the wait.

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Gigachad 6 hours ago | parent | next [-]

For consumers AI has anti hype right now. It's off-putting to see consumer products slapped with a hundred AI labels. I see people talk about how you can turn off all of Apple Intelligence with one toggle rather than hundreds on Samsung.

Firefox is also marketing how easy it is to disable AI.

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rtpg 6 hours ago | parent [-]

I think a lot of people are not hype about AI in their toaster, but... I don't think people are generally turned off form deeper integration in their OS itself. Especially when for some people this is representing ideas similar to how programmer-types get excited about Shortcuts.

Decently accessible automation and discovery, without having to go figure out a bunch of stuff

	▲	crote 4 hours ago \| parent \| next [-]
		> Decently accessible automation and discovery, without having to go figure out a bunch of stuff Sure, but is this actually happening? Last time I tried, Atlassian's heavily-pushed AI couldn't even turn a Jira ticket number of Confluence into a clickable link. Similarly, Windows has been actively moving away from providing locally-installed applications in the Start menu search towards offering random internet garbage. I'm all for using a LLM to make something like Siri able to understand both "Siri, turn off the lights" and "Siri, make it dark!" - but that's not what's being pushed onto consumers, because there is no way anyone is going to pay $100/month for any version of that.
	▲	Gigachad 6 hours ago \| parent \| prev \| next [-]
		People like features, benefits, and outcomes. AI isn't a feature, it's a technology that can enable features. But it's being marketed as the only thing that matters. The user does not give two shits if the new laptop "has AI". This is how Apple has been killing it lately, they market the macbooks being powerful, cheap, with long batteries, and a premium feel. Things the user cares about. Most of the stuff marketers are just blanket labeling "AI" will eventually be shuffled to the background and rebranded with a more specific term to highlight the feature being delivered rather than the fact it's AI".
	▲	tuyiown 2 hours ago \| parent \| prev \| next [-]
		You're right, there is plenty of space for features that require AI to work but that are undistinguishable from "classical" feature. Better autocompletion is a proven one for example.
	▲	drcongo 2 hours ago \| parent \| prev [-]
		Sentiment among my teenage kids and their peers is that AI can fuck right off. It's way over the line into actual hate of anything AI.

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grtteee 6 hours ago | parent | prev [-]

Yeah exactly the Apple Intelligence thing was pure BS to shut people up who kept saying apple was going to get disrupted by missing out.

Apple seems to follow the values that Steve laid out. Tim isn’t a visionary but he seems to follow the principles associated with being disciplined with cash quite well. They haven’t done any stupid acquisitions either. Quite the contrast with OAI.