Apple Intelligence, aka AI, is a Masterclass where technology meets marketing

Apple Intelligence, aka AI, is a Masterclass where technology meets marketing

Artificial Intelligence
Virtual Reality
MHz High Refresh Rate
Optical Finger Reader
Vibration Motor
Screen Glass
IP67/IP68

These are all words Apple goes out of the way to NOT mention on stage and for good measure. This is to establish CONTROL & avoid COMPARISON.

If you go through Apple’s trademark list (https://lnkd.in/ghFzgpgi) you’ll see a whole list of trademarks and what they stand for.

Look it’s genius because now when hashtag#Metaverse shits the bed you are now longer associated with that idea but you on the other hand have Apple Vision which is basically the same thing – right.

Now for the first time in their history they have gotten close to a generic term “ai” however even that is now Apple Intelligence so you can’t compare it to other AI models but you still can still say Apple has AI which all tech companies have had for decades.

Now the beauty of why Apple Intelligence is such a game changer and after a very long time Apple is going to be relevant again its because this brings reliable, secure and functionality to a consumer level “AI for the rest of us” that the others have struggled with and why is that, well First the tech (I’ll get it to it in a minute) but second the brand equity and trust that Apple Privacy has been its core.

I met some very influential government officials during an Executive MBA course (Shout Out AGGIES) in DC, and I learned that before Apple ever gets in front of Congress, they are proactive and meet with all members so they are aligned and proactive, while Meta/Facebook and others are Reactive.
So when Apple says it’s private, people believe them, and it will allow others to follow suit. Showcasing it can be done. Its better for the competitive market, I promise.

Now, the tech. Look NVIDIA unlocked the AI revolution with its chip, but Apple hasn’t been far behind. They have always built their chips with the future in mind and what the possibilities are. People would complain about why they need m1/m2/m3 chips. Now you know. This unlocks the 3 different processes that Apple AI goes through:

1. The M chips allow a lot of the computing to happen on the device

2. Apple provides Cloud Compute, which is a private cloud experience that only allows computing without storage. There are 2 benefits to this; first of course, it doesn’t store any data, but 2nd the Apple benefit is that It doesn’t take up lots of storage, only power/computing so it saves $$$ in the long run

3. Lastly, if something can’t be done by 1 or 2 then it will finally prompt you to go out to the open space, in this case, OpenAI’s ChatGPT Yes, I’m an Apple fanboy, but as a technologist and marketer, how can I not be? Stop comparing yourself to others, make your own lane, and breakthrough!

This happens when marketing has a seat at the table and is viewed as a horizontal function.

Be Disruptive!

Ciao for now,

Salim Gheewalla