Published on June 11, 2024 at 8:44 p.m.
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Of course, first there is the publicity stunt. Naming its new set of technologies “Apple Intelligence”, when everyone speaks, in English, of “AI”, is a marketing success. There is also the background. By unveiling its artificial intelligence strategy on Monday evening, the Apple brand will force its main competitors to react quickly. This is the paradox of the presentation led in particular by Tim Cook, its director: no significant announcement, no sensation, but a strategy which will ultimately have a global impact. Here are five lessons to learn.
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