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Why Apple Never Uses the Term Artificial Intelligence (And What Other Tech Brands Can Learn)

Paul Sandy • September 13, 2024
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Apple deliberately avoids using the term "AI". But why? And what can we learn as tech marketers?

Fact: Apple is one of the world’s largest and most valuable tech companies.


Fact: Apple is one of the most customer-connected brands in the world.


Fact: Artificial intelligence is one of the most talked about trends of 2024.


Fact: Apple didn’t mention artificial intelligence a single time time in this September's “Glowtime” iPhone 16 event launching its new products.


Fact: The term artificial intelligence is mentioned zero times on Apple.com.


Artificial Intelligence (AI) has become one of the most talked about tools in the tech industry, plastered across product descriptions, marketing campaigns, and press releases. Yet, one of the world’s most influential tech companies, Apple, rarely, if ever, uses the term “Artificial Intelligence” when communicating with its customers.


Apple's approach isn’t about downplaying AI (they frequently talk about “Apple Intelligence”) but strategically choosing how it communicates complex technology to its audience. Altogether avoiding the term AI isn't the right choice for all brands. The point is, understanding Apple’s deliberate brand strategy can offer valuable insights into how to connect more effectively with your audience. Let’s explore why Apple avoids the term AI and what other tech brands can learn from this approach.


1. Apple Puts Humans at the Center, Not the Technology


Apple’s brand philosophy has always prioritized the human experience over technical jargon. The company’s key messaging often centers on what its technology can do for people rather than how it works under the hood. Instead of highlighting AI, Apple describes the capabilities of its devices in terms of user benefits:


  • Face ID makes logging in effortless and secure.
  • Smart HDR captures the perfect photo, even in tricky lighting.
  • Personalized Recommendations help you discover what matters to you.


By using human-centric language, Apple speaks directly to the consumer’s needs and aspirations rather than overwhelming them with technicalities.


Takeaway for Tech Brands: Lead with the value your technology provides, not the technology itself. Shift your messaging from “Look at our AI-powered tool” to “Here’s how this tool solves your problem.” Positioning your product in terms of tangible benefits creates a deeper, emotional connection with your audience.


2. Avoiding Tech Jargon Builds Trust and Accessibility


The term “Artificial Intelligence” can evoke mixed emotions, from excitement to skepticism to fear. For some, it conjures images of sci-fi dystopias or concerns about privacy and job security. Apple sidesteps these associations by simplifying its messaging, using everyday language to describe advanced functionalities.


Consider Apple’s introduction of Siri. Instead of boasting about the AI algorithms driving Siri’s capabilities, Apple focused on what Siri does—helping you send messages, set reminders, and answer questions—all with a simple voice command. This approach demystifies the technology and makes it accessible to a broader audience.


Takeaway for Tech Brands: Jargon-heavy messaging can alienate potential customers who may not understand or trust the technology. Simplify your language and focus on how your product integrates seamlessly into the user’s life. The goal is to make your technology feel approachable, not intimidating.


3. Emphasizing Privacy and Security Over Technical Superiority


In an age where data privacy is a growing concern, Apple has positioned itself as a leader in protecting user information. Instead of focusing on the technological marvels of AI, Apple emphasizes privacy features that safeguard user data. For instance, rather than talking about AI algorithms, Apple promotes on-device processing, highlighting how their features work without sending data to the cloud.


This privacy-first messaging resonates with consumers who are increasingly wary of how their data is used by tech companies. By focusing on security and privacy rather than technical prowess, Apple builds a narrative of trust and responsibility.


Takeaway for Tech Brands: As AI becomes more prevalent, so do concerns about data privacy and security. Position your brand as one that values and protects user data. Highlight features that prioritize security and demonstrate your commitment to responsible AI use. This approach not only differentiates your brand but also builds long-term loyalty.


4. Storytelling Over Specs: Create an Emotional Connection


Apple’s marketing has always been more about storytelling than specs. They sell experiences—capturing memories with your iPhone, staying connected with loved ones through FaceTime, or finding your rhythm with Apple Music. These narratives transcend technical explanations and connect on an emotional level, making the technology feel like an enabler of life’s most meaningful moments.


When AI is used in Apple products, it’s embedded within a broader story—one that resonates emotionally with users. Apple never highlights the AI itself; instead, it shows how its products fit into and enhance everyday life.


Takeaway for Tech Brands: Elevate your brand by telling stories that connect emotionally with your audience. Use testimonials, scenarios, and real-life use cases to illustrate the value of your technology. Focus less on how your product works and more on how it makes life better for your users.


Reframing AI for Human Connection


Apple’s reluctance to use the term “Artificial Intelligence” isn’t a rejection of the technology; it’s a strategic decision to prioritize the human experience above all else. By reframing AI as a tool that enhances the user’s life without overwhelming them with technical details, Apple has set a precedent for how tech companies can communicate more effectively.


For tech brands, the lesson is clear: Lead with empathy, communicate with clarity, and always, always keep the human at the heart of your story. The technology will speak for itself.

How AI Agents Are Transforming Marketing & Sales Alignment

By Speak Agency • February 13, 2025
Marketing and sales are supposed to work in sync. Marketing creates the messaging, sales takes it to market, and customers get a consistent, compelling brand experience. But in reality? That almost never happens.

MVB: What Early-Stage Tech Brands Need to Launch a Minimum Viable Brand

By Speak Agency • February 10, 2025
For tech startups, creating a Minimum Viable Product (MVP) — the stripped-down version of your product that allows you to test core assumptions with real users — is a common approach to product development. But what about your brand? Enter the Minimum Viable Brand (MVB): the essential elements needed to present your company professionally and connect with early customers, without over-investing in elaborate brand development.

The Truth, The Whole Truth, And Nothing But the Truth. So Help Your Brand.

By Speak Agency • February 3, 2025
Let's cut to the chase: In a world drowning in digital noise and AI-generated content, brand authenticity isn't just a nice-to-have — it's your survival kit. Today's tech-savvy customers can smell manufactured messaging from ten browser tabs away, and they're not afraid to hit "unfollow" faster than you can say "corporate values." The Power of Brand Truth Here's the deal: brand authenticity means getting real about who you are as an organization. We're not talking about your product specs or your tech stack — we're talking about the raw, honest truth of why you exist and what drives your team to show up every day. Your brand truth might be buried in your startup story, your unique approach to solving gnarly problems, or the way you're fundamentally changing how your customers work and live. Take Microsoft's transformation under Satya Nadella. When he took the reins in 2014, he didn't just pivot the company's technology — he unleashed its authentic truth as an enabler of human achievement. This wasn't some slick marketing play; it was a fundamental shift from "Windows first" to "empower every person and organization on the planet to achieve more." The result? Microsoft's stock price soared over 600% since 2014, and they've become one of the most valuable companies in the world. Why Truth Matters More Than Ever The numbers don't lie: According to Stackla, 88% of consumers say authenticity is crucial when deciding which brands to support. Even more telling? A recent Edelman study found that 81% of consumers need to trust a brand before they'll even consider buying from them. In an age where every startup claims to be "disrupting" something, customers are developing highly sophisticated BS detectors. They're not just looking at your product dashboard — they're scrutinizing your GitHub contributions, reading your engineering blog posts, and watching how you handle service outages on Twitter. Uncovering Your Brand's Truth Finding your brand's authentic truth requires serious introspection. Ask yourself: What technical problem made you angry enough to start this company? What conventional wisdom in your industry are you willing to challenge? What keeps showing up in your customer success stories? What principles would you defend even if they slowed down your growth? Sometimes your truth is hiding in plain sight. Look at Twilio. Their brand truth isn't about APIs — it's about democratizing complex communications technology. This core truth drives everything from their developer-first approach to their acquisition strategy. Expressing Truth Through Story Once you've nailed your brand truth, you need to tell its story in a way that clicks with your audience. And no, we're not talking about another "Our Journey" blog post. Consider how Stripe tells its story. Their truth isn't about payment processing — it's about increasing the GDP of the internet. This bigger narrative has turned what could have been dry technical documentation into a compelling story about empowering entrepreneurs worldwide. Their transparency about their engineering challenges and public infrastructure investments has built unprecedented trust in the developer community. Building Trust Through Consistency Real talk: authenticity means walking the walk. When Zoom faced security criticisms in 2020, CEO Eric Yuan didn't hide behind PR speak. He admitted the problems, implemented a 90-day feature freeze to focus on security, and hosted weekly webinars to address concerns. This transparent approach turned a potential crisis into a trust-building opportunity. The data backs this up: According to PwC, 71% of consumers say they'll lose trust in a brand if they perceive it's putting profit over people. And once that trust is gone, 46% say they'll stop buying from the company altogether. The Bottom Line In the tech world, where every other company claims to be "revolutionary" or "game-changing," authentic brand truth is your secret weapon. It's not about crafting the perfect message—it's about having the courage to be genuinely, consistently, unapologetically you. The next generation of successful tech brands won't win because they had the most sophisticated tech stack or the biggest AWS budget. They'll win because they dared to be real in an increasingly artificial world. In an industry obsessed with automation and scalability, never forget that authenticity is the one thing you can't fake. Remember: Your brand truth is like your source code — you don't write it from scratch, you refactor and optimize what's already there. When you commit to pushing authentic commits to your brand repository, you're not just building a better story — you're compiling a more resilient business that resonates with users on a fundamental level.
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