Apple's Quiet on AI: Strategy or Trouble?

Published Date : 16/06/2025 

Apple's recent shift in its approach to artificial intelligence (AI) has raised eyebrows. While the company is developing AI features, it is being more cautious about how it communicates these advancements. This article explores the reasons behind Apple's silence and the potential implications. 

For years, Apple largely refused to even use the term “AI”. Instead, even as it increasingly relied on the technology, it referred to it as “proactive” or, if pressed, as “machine learning”. This approach changed last year when, at its Worldwide Developers Conference (WWDC), Apple couldn't stop mentioning AI. The company even coined the term “Apple Intelligence” to emphasize its commitment to the technology. However, this shift was a mistake. Many of the promised AI features never materialized, leading to a new narrative: Apple is not only behind on artificial intelligence but also lacks transparency. Longtime Apple supporter John Gruber highlighted this issue, stating that “something rotten” was happening in Cupertino.

This year, Apple seems to have learned from its mistakes. During the WWDC, it focused on features that will be available soon, with demonstrations that clearly worked. However, the company largely avoided using the term AI, preferring to describe its advancements as features. This approach is a return to what Apple does best: creating products that people want.

For example, the new Workout Buddy feature is an AI-powered exercise coach that motivates users before, during, and after workouts. It uses advanced data analysis and voice synthesis to create a personalized and engaging experience. Despite the significant AI technology behind it, Apple chose to highlight the practical benefits rather than the technical details.

This narrative shift is about focusing on user experience rather than the underlying technology. Apple’s product introductions used to be all about features, and the company is now returning to that approach. This change is a response to the criticism and pressure it faced in the past, which led it to over-hype AI features that ultimately failed to deliver.

Despite this, Apple is not without its challenges. The company lacks a conversational model as robust as those offered by OpenAI and its competitors. Many potential AI integrations are still not in place, and the failure to deliver promised AI features, like an advanced Siri, has eroded trust. However, Apple doesn’t necessarily need to lead in every area. As its executives have pointed out, Apple has often succeeded by offering a platform for others to build on, rather than creating the underlying technologies itself.

Apple’s old creative lead, Jony Ive, is now working with OpenAI to develop a new AI-focused device, which could pose a significant challenge. However, the future of AI is still uncertain, and consumer needs are not fully defined. In this context, Apple’s cautious approach might be a strategic advantage. By staying quiet, Apple can focus on delivering practical, user-friendly features without the pressure of over-hyped expectations.

In summary, Apple’s strategic silence on AI is a tactical move that reflects a return to its core strengths. While the company faces challenges, its focus on user experience and practical features could help it navigate the evolving AI landscape. 

Frequently Asked Questions (FAQS): 

Q: Why did Apple stop using the term 'AI' this year?

A: Apple stopped using the term 'AI' to focus on the practical benefits of its features rather than the underlying technology. This approach is a return to what Apple does best: creating user-friendly products.

Q: What is the Workout Buddy feature?

A: The Workout Buddy feature is an AI-powered exercise coach that motivates users before, during, and after workouts. It uses advanced data analysis and voice synthesis to create a personalized and engaging experience.

Q: What challenges does Apple face in the AI market?

A: Apple faces challenges such as lacking a robust conversational model like those offered by OpenAI, and the failure to deliver promised AI features, which has eroded trust.

Q: What is Jony Ive's role in AI development?

A: Jony Ive, Apple’s old creative lead, is now working with OpenAI to develop a new AI-focused device, which could pose a challenge to Apple in the AI market.

Q: How is Apple's approach to AI different from its competitors?

A: Apple’s approach to AI is more focused on practical, user-friendly features rather than hyping the technology itself. This contrasts with competitors who often emphasize the technical aspects of their AI capabilities. 

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