“What truly sets Apple apart is how Apple Intelligence is woven into the core of our platforms, powered by Apple Silicon, and designed from the ground up to deliver intelligence that is fast, personal, and private,” he said. “This is not AI as a standalone feature, but AI as an essential intuitive part of the experience across our devices.”

More importantly, in the long run, Apple believes that by providing the best development platform it can also attract the AI developers and services it needs on which to build its future. I think this approach will succeed.

Still, as the class action settlement shows, the original introduction of Apple Intelligence may enter the history books as a classic case of hype over substance. Under internal and external pressure to regain the initiative in AI development, the company abandoned its usual conservative approach to making big claims, in which it tends to under-promise then over-deliver. Customers like nice surprises more than they enjoy empty promises; Apple usually knows that.