One of the most striking aspects of Apple’s big iPhone 15 event yesterday was the absence of the word “AI”. “What is this A-I of which you speak?” the company almost seemed to ask. “Neural engines powering diverse machine-learning applications? We have those if that’s what you mean.”
This strategy is not without risk. AI isn’t merely a buzzword; it’s supposedly a revolution—an epochal break. At least, that’s the narrative. But whether or not the hype is real, the term represents the new, and AI-voidance could trigger the wrong connotations.
