And the "magic mouse" is actually just powered by electricity.

"Intelligence", like magic, has vague and diffuse enough meaning that there's basically no chance of it being actual fraud.

That's an Apple thing. They developed this habit (if not addiction) after bringing features to their devices very late, sometimes a decade later than their competitors. They thought it was better to call those basic features with fancy multi word names with ™ symbols at the end and that resonates with their fan base in perfect harmony. So I think the habit stuck.

I think that ship has sailed when the "smart" phone category was created.

I dunno, it could be construed as a marketing phrase well enough, not unlike other technologies they have - True Tone, Cinema, etc. I mean the Apple TV isn't a TV.

Autopilot is more henious I think because it was actually marketed as autopilot.

Apple will make smart light bulb and sell it as a revolutionary intelligent light control system. If it weren't for their brand reputation, they'd look like one of the worst scam companies in tech, right down to the spelling mistakes in their descriptions (for some reason they don't like to use definite or indefinite articles for their products which always make their marketing seem like a bad machine translation to me).

They call their support personnel "geniuses" - what else would you expect :)

I just saw an AI ad with Keanu Reeves in it swinging a sword at drones. I wonder how much they paid him to be in such a stupid commercial?

Gave me the dotcom vibes big time.

It's just their new brand name. I get the impression they are bringing genAI to boomers in a user friendly way. While everyone of us on HN have used chatGPT and knows the pros/cons, the regular users need a more gentle introduction using the basic use cases such as proofreading and simple image editing.

I was underwhelmed reading the link about the upcoming Intelligence features, but I put myself into the shoes of my dad and thought... well I guess that's a good starting point.