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Apple botched the Apple Intelligence launch, but its long-term strategy is sound
I’ve spent a week with Apple Intelligence—here are the takeaways.
Ask a few random people about Apple Intelligence and you’ll probably get quite different responses.
One might be excited about the new features. Another could opine that no one asked for this and the company is throwing away its reputation with creatives and artists to chase a fad. Another still might tell you that regardless of the potential value, Apple is simply too late to the game to make a mark.
The release of Apple’s first Apple Intelligence-branded AI tools in iOS 18.1 last week makes all those perspectives understandable.