If Apple was a frontier lab, this article would not begin with "This is unethical AI, it deceives people, puts people out of work, and draws 100% of its power from coal and LNG."

It's the same flavor of ethics-washing that we saw with Mac LLM inference. Many people rushed to call Mac inference "efficient" when it put up worse per-watt performance than cheap GPUs. It was a marketing platitude to make people accept subpar performance. Same for calling Siri "ethical AI" too.