By contrast, in iOS 18, unveiled at WWDC, Apple more attractively packaged its AI features under the name “Apple Intelligence,” making them feel like “seamless quality of life improvements” rather than “disruptive innovations.”
He was particularly effective in Apple’s keynote presentation. Contrary to Google’s insistent logic of moving towards AI, Apple has “subtly integrated” AI features into its narrative, focusing on practical improvements without overemphasizing the word “AI”. Thanks to this approach, technology has become more “accessible and useful”.
The upcoming new version of Siri promises a more intuitive experience by allowing users to talk to the assistant in different contexts. This vision contrasts with Ion’s disappointing experience with Google’s Gemini AI, which struggled to recognize devices and integrate seamlessly.
Ultimately, the publication’s editor believes that while artificial intelligence is the inevitable future of mobile technology, Apple’s way of promoting it as a natural, organized evolution of its software could be an “example” for Google.
Source: Ferra
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