At WWDC 2026, Apple’s 28-minute silence on AI was deafening – and telling.
The tech giant’s annual conference, where it showcases upcoming software and hardware developments, has become a platform for Apple to highlight its focus on Artificial Intelligence. But this year, the company took a deliberate approach to avoid using the term. Instead, it opted for “Apple Intelligence,” referencing its own proprietary AI technology.
Avoiding the AI Backlash
Apple’s decision isn’t surprising, given the recent surge in negative perceptions around AI. A NBC News national survey revealed that only 26% of respondents viewed AI favorably – a stark contrast to the enthusiasm often displayed by tech enthusiasts. This sentiment shift has led many companies to rebrand their AI offerings to distance themselves from the associated stigma.
However, it’s worth noting that Apple’s approach might not be the most effective solution. By using a variant of the term, the company still runs the risk of being associated with the broader AI narrative – for better or worse. This strategy may appease some critics, but it doesn’t address the underlying concerns.
The AI Perception Problem
The negative baggage surrounding AI stems from various factors, including concerns about job displacement, bias in decision-making, and the potential for AI to exacerbate existing social issues. These concerns are valid, and companies like Apple would do well to acknowledge and address them head-on.
By avoiding a direct mention of AI, Apple may be attempting to sidestep the controversy. But in doing so, it risks missing an opportunity to engage with the public and alleviate some of the concerns driving the negative sentiment.
What This Means
Apple’s reluctance to use the term AI sends a clear message: companies are starting to feel the heat of public opinion on this issue. As AI becomes increasingly pervasive in our lives, it’s crucial for companies to engage with the public and address their concerns. By doing so, they can work to rebuild trust and ensure that AI is developed and deployed in ways that benefit society as a whole.
