Apple Didn't Mention AI for 28 Minutes at WWDC 2026
Apple avoided using the term 'AI' for the first 28 minutes of its WWDC 2026 keynote, opting instead for 'Apple Intelligence.' The author argues this is a strategic branding move to distance the company from the negative public perception surrounding artificial intelligence.
Why it matters
This reflects a broader corporate trend of rebranding AI to mitigate consumer anxiety and align with established brand trust.
Is AI a positive term in your household? A recent NBC News national survey revealed what most of us already knew: AI is one of the least-liked things in America, with only 26% of respondents viewing it positively. So maybe it s no surprise that at Apple s WWDC event on Monday, no one mentioned the term AI for 28 minutes. And even after that, Apple presenters mostly stuck to using the company s own name for its AI, Apple Intelligence.
The author injects personal opinion regarding the 'negative connotations' of AI and societal fears, which colors the analysis.
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