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Apple has not been silent. The whole iOS 17 release has AI stuff sprinkled all through it. They just aren't speaking the same language as everyone else. They are also hiring generative AI folks like crazy for things like Siri. They want to own the on-device space and are well on the way to revolutionizing their operating systems and hardware to do it.

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That seems right. Apple leads out with "We're doing feature X, Y, and Z" and downplays the particular technology behind those features. Nobody really cares if X, Y, and Z are powered by AI, as long as they're awesome.

Contrast that with the rest of the industry who lead out with "We're doing AI!" and then they connect it to this and that feature.

I'd argue that consumers care about having great features, not about what particular technology powers it. My phone could run on unicorn poop, and I don't care as long as it does what I want it to do.

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