Apple Intelligence will likely never directly drive sales. Rather than being a primary feature, Apple is focusing on embedding AI where it enhances functionality. For example, consider the writing tools. They still need work, but they are arguably the most practical part of Apple Intellgence so far. These tools function as extensions of spell check and grammar check—basic expectations in any consumer-oriented operating system.
Another instance is email summaries and categorization. These are very useful (at least in my experience, though your mileage may vary). However, like the writing tools, they are not marquee features that would drive Mac or iPhone sales.
AI itself is not a standalone feature. It is an enabler or enhancer of functions that users want to accomplish. Unfortunately, the term “AI” seems poised to follow the trajectory of “HiFi”—a concept with an initial technical meaning that becomes so overused and misapplied by marketers that it loses real meaning.
Another instance is email summaries and categorization. These are very useful (at least in my experience, though your mileage may vary). However, like the writing tools, they are not marquee features that would drive Mac or iPhone sales.
AI itself is not a standalone feature. It is an enabler or enhancer of functions that users want to accomplish. Unfortunately, the term “AI” seems poised to follow the trajectory of “HiFi”—a concept with an initial technical meaning that becomes so overused and misapplied by marketers that it loses real meaning.
