Apple Desperately Needs the AI Help It’s Seeking

(Bloomberg Opinion) — If you read Bloomberg Businessweek’s deep dive into Apple’s blundering work with artificial intelligence, a consistent theme is the lack of any clear idea within the company as to what good AI on an Apple device should actually do. On Tuesday, with the company looking no closer to have come up with the answer internally,…

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Only Apple Would Try to Rebrand AI. Will It Succeed?

(Bloomberg Opinion) — You have to hand it to Apple Inc. After an embarrassing, tone-deaf ad last month that made the company look oblivious to AI’s impact on the world, its marketing department has now rebranded AI as “Apple Intelligence.” It’s a feat of superiority only the company could pull off. Customers of Macs and the latest iPhones will use it to…

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