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Comment by vzaliva | Hacker News Reader

I love that they use machinelearning.apple.com not ai.apple.com

For the majority of the keynote they explicitly avoided the word AI instead substituting the word Intelligence, then Apple Intelligence, and then towards the end they said AI and ChatGPT once or twice.

I think they saw the response to all the AI shoveling and Microsoft Recall and executed a fantastic strategy to reposition themselves in industry discussions. I still have tons of reservations about privacy and what this will all look like in a few years, but you really have to take your hat off to them. WWDC has been awesome and it makes me excited to develop for their platform in a way I haven't felt in a very, very, long time.

> executed a fantastic strategy to reposition themselves in industry discussions

Just the usual marketing angle, IMO. It's not TV, it's HBO.

No one is reluctant to use the word smartphone to include iPhones. I don't think anyone is going to use the Apple Intelligence moniker except in the same cases where they'd say iCloud instead of cloud services.

It's also a little clunky. Maybe they could have gone with... xI? Too close to the Chinese Xi. iAI? Sounds like the Spanish "ay ay ay." Not an easy one I think. The number of person-hours spent on this must have been something.

I don't think they actually expect "Apple Intelligence" to enter popular vernacular. I think it was more to drive home the distinction between what Apple is doing and what everybody else is doing.

> distinction between what Apple is doing and what everybody else is doing

it is artificial intelligence, applied intelligently.

In Apple's case: "personalised AI system"

correct. last year instead of VR they went with Spatial Intelligence

"spatial computing"

Vision Pro isn't really designed to be a VR device first and foremost. The primary usecase is the passthrough mode whereas VR usually describes the software putting you in a different place.

> makes me excited to develop for their platform in a way I haven't felt in a very, very, long time

AI will ultimately do all the 'development', and will replace all apps. The integrations are going to be a temporary measure. Only apps that will survive are the ones that control things that apple cannot control (ie. how Uber controls its fleet)

Perhaps. It will be exciting to see if/how that happens. It does seem relatively far off still. At least some years.

What excites you specifically as a developer?

For the last 10 years I've been a full stack / devops developer. I think that ecosystem is in a very bad place right now and has failed to efficiently modernize. The tools that people are adopting in an attempt to mitigate this such as NextJS are still grounded in the complexities of the past like Node/React/Express/Serverless and not good enough.

These troubles metastasize to subpar SaaS products, low efficiency, bad company cultures, layoffs, bad hiring practices, management instead of leadership, salary stagnation, dark patterns, you name it.

So to see Apple with a laser focus on tooling, quality of life, privacy, in this WWDC while everyone else runs around like a headless chicken suggests to me that their platform might be the more lucrative path to follow. I think it'll be faster, better, and more enjoyable, to develop consumer and business applications for fun and profit.

Don't get be wrong its far from a silver bullet. Many Apple Platform APIs like CloudKit and Server-side-Swift have a LONG way to go. But Im seeing the right steps to address these issues and at the end of the day it feels a whole lot better then what I've been doing in the past and produces better end products IMO.

glad someone sane is in charge in cupertino

Apple Intelligence.

Waiting for aiPhone in a few iterations </troll>

Yeah they probably were still working on the last buzzword

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