Apple's marketing chief Greg Joswiak says Apple Intelligence is meant for "everyday people" rather than the "lunatic fringe," according to an interview with TIME's Andrew R. Chow. In the midst of a populist AI backlash, Apple contends it is building a modest but personalized and privacy-preserving form of AI that will actually help ordinary people, as opposed to merely dazzling Silicon Valley's "lunatic fringe," as Joswiak, senior vice president of worldwide marketing, puts it.
Joswiak apparently believes Apple Intelligence is not aimed at "die-hard AI believers chasing superintelligence," as Chow described that group. "We love them, and they can use it too, but that's not our target," Joswiak said. "It's how to make it better for everyday people."
Despite growing competition in the AI industry, Joswiak said Apple does not feel threatened. "The fact that we can do the integration that we can means we can create just a better experience than anybody else," he said.
The comments come as Apple's AI features draw mixed reactions from Mac users. Recent reports describe a community tool that removes Apple Intelligence models to reclaim storage, and note that mac OS 27 automatically downloads multi-gigabyte AI models that users cannot easily prevent. Apple says the latest Apple Intelligence features require up to 14GB of storage.
Source: MacRumors · Summarized by HeadlinesBriefing