Apple shipped “Apple Intelligence” before Apple even invented the term.

Before the AI craze you could search Photos on iOS based on content and metadata. You could lift subjects off photos with a long tap and copy them, recognize faces and make montages based on inferred relationship with them. And all of this is done on-prem, on your device.

These are very subtle, nice features. Apple had to put a name on all these otherwise there would be no marketing material.