Apple skipped the word “AI” entirely in its WWDC keynote, opting instead for “Apple Intelligence” — a strategic move to sidestep public anxiety tied to the term. Behind the rebranding lies powerful AI tech, just repackaged to align with Apple’s trusted image. This isn’t just about naming; it’s about shaping perception in a world wary of AI’s potential downsides — from dystopian fears to job displacement. The tech remains the same, but the framing is everything, revealing how branding can dictate how innovation is received — and how companies are quietly steering public conversation around artificial intelligence.
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