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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 c

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.

nxobject 2y ago
Yes, Apple does a lot of feature-related marketing these days, which changes their naming priorities. I remember reading it was a post-Jobs transition thing, where the key message about products transitioned away from vibes and overarching slogans ("shuffle", "the internet comuter"), to features ("iPhone X", "iPhone XS", "iPhone XR", "iPhone XS Pro (??)"). I'm sure that a lot of the old-guard exec team knows it's a loss... I'm sure how they feel about it or why.
wtmt 2y ago
This is true. Craig Federighi and others have said in the past that they’ve added machine learning based features for a long time in the OS (with examples). It’s just that generative AI took off very quickly and now some people are imagining that it’s the only (or major) AI.
- ghaff 2y ago
  Aspects of AI normalize over time. There was a time when the route finding in digital maps would have been considered almost magic.
WillAdams 2y ago
They also (poorly) implemented address recognition in their app --- c.f., an application which had this at its core: https://simson.net/ref/sbook5/ https://simson.net/ref/sbook5/ (and the source of which is available)
layer8 2y ago
They have now released half-baked features they only released to fill “Apple Intelligence” with something, and that they likely wouldn’t have released in the current state otherwise.

nxobject 2y ago

Yes, Apple does a lot of feature-related marketing these days, which changes their naming priorities. I remember reading it was a post-Jobs transition thing, where the key message about products transitioned away from vibes and overarching slogans ("shuffle", "the internet comuter"), to features ("iPhone X", "iPhone XS", "iPhone XR", "iPhone XS Pro (??)"). I'm sure that a lot of the old-guard exec team knows it's a loss... I'm sure how they feel about it or why.

wtmt 2y ago

This is true. Craig Federighi and others have said in the past that they’ve added machine learning based features for a long time in the OS (with examples). It’s just that generative AI took off very quickly and now some people are imagining that it’s the only (or major) AI.

ghaff 2y ago
Aspects of AI normalize over time. There was a time when the route finding in digital maps would have been considered almost magic.

WillAdams 2y ago

They also (poorly) implemented address recognition in their app --- c.f., an application which had this at its core: https://simson.net/ref/sbook5/ https://simson.net/ref/sbook5/ (and the source of which is available)

layer8 2y ago

They have now released half-baked features they only released to fill “Apple Intelligence” with something, and that they likely wouldn’t have released in the current state otherwise.