Apple debuted a clutch of AI-enabled features at its Worldwide Developers Conference (WWDC) yesterday. For investors and consumers wondering how Apple planned to meet the AI moment, this was finally an answer. Apple made clear from its announcements exactly what its AI strategy is—and how it differs markedly from its competitors, such as Google, Microsoft, and Meta.
Apple deserves credit for shaping its AI strategy around its existing brand identity. This was a very Apple take on AI—as my Fortune colleague Sharon Goldman explains in this analysis of yesterday’s news. Heck, if the message that Apple intended to put its own unique stamp on AI wasn’t clear enough, Apple even redefined the acronym AI as “Apple Intelligence.” So in terms of brand strategy—bravo; what Apple announced makes a lot of sense. It also gives consumers a legitimate choice around data privacy and may convince other companies working on AI to do more to protect data privacy too. That’s also a good thing. But, in terms of both technology and business strategy, I think what Apple is doing is risky. Here’s why:
