Apple and the curious case of 'skipping' the hottest buzzword in tech

During Apple's recent iPhone launch event, the company did not mention artificial intelligence (AI) even once, unlike other tech giants such as Microsoft, Google, and Amazon. Although Apple uses AI in its devices, it prefers to refer to it as machine learning and focuses on how it works in the background. Apple's avoidance of explicitly mentioning AI could be a deliberate move to avoid any negative associations or skepticism surrounding the technology.

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