Apple calling everything that it released 'intelligent' won't help it catch up

After practically disdaining the phrase "artificial intelligence," Apple first compromised with "Apple Intelligence," but now it's overusing the term and applying it even to devices that won't run the new feature.


There comes a point when you say a word so often that it loses meaning, and Apple approached that with "intelligent" in the "It's Glowtime" event's launch of the new Apple Watch. It was fewer than a dozen times but over that short period, it felt like Apple had told its presenters to hammer that point home.

Don't even begin trying to count how often it was said about the iPhones. The iPhone 16 introduction was even interrupted by an extended segment about Apple Intelligence, but then at least that device is getting that feature.


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