Apple’s AI Approach Is a Welcome Break From the Industry Arms Race

This was clearly evident this week at Apple’s Worldwide Developers Conference in Cupertino, California, as the company announced dozens of new AI features, all part of an umbrella of products called Apple Intelligence, and played catch-up with its competitors. While Google has made numerous missteps with its AI rollouts, the phone has not been one of them. It was one of the first to launch an AI-featured phone in October 2023, through the company’s flagship Pixel 8 and Pixel 8 Pro.

It is being “cringe” and “uninspired” and “tepid,” but honestly, that’s what the industry needs right now: a focus on thoughtful, well-implemented innovations rather than a rush to be first , even at the risk of causing societal harm . Tony Fadell, who was at Apple for most of his career and was behind the iPhone and iPod, noted that Apple is taking “baby steps” into AI, and that’s exactly what it should be doing.

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