
Microsoft, Google and other rivals raced ahead, and jittery with anticipation that the House that Jobs built would soon announce a category-redefining advance of the technology.
What they got at this week’s Worldwide Developers Conference was a clearly articulated but hardly revolutionary implementation of existing AI tools and use cases wrapped up into a very Apple-centric strategy, right down to the attempted rebranding of “artificial intelligence” as “Apple Intelligence.”
You can find the details on Apple Intelligence here. But the main goal of the strategy seems to be to turn AI into an iPhone feature rather than a standalone product or service. Its hallmark is to keep as much AI processing as is possible on the phone itself, which it does largely by limiting what you can do with Apple Intelligence.


Startups need large amounts of data, storage and chip capacity to be able to train their AI chatbots, which is where regulators believe the tech giants hold too much power. There is some evidence that smaller players are being forced into exclusive, opaque deals to run technology from Nvidia, Microsoft and their rivals, which can give the already dominant players an even bigger advantage.




