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 rewrite emails, transcribe and summarize calls, generate images and, most enticingly, cross-reference information from Apple apps.