Apple has been slow in embracing AI and prefers to call its model “Apple Intelligence” rather than artificial intelligence to differentiate itself for marketing purposes. However, Apple has faced criticism for its lack of AI data gathering transparency. As with other AI firms, warnings have been raised about the ethical implications of using generative AI models and the potential misuse of private and copyrighted data. Apple’s reputation as a champion of privacy and creativity is at stake, and the company will likely need to address these issues before the public debut of Apple Intelligence this autumn.
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