I can see where the writer is going with the article. It could be argued that Apple have been infantilising a mass market user base to rely solely on them alone for all tech problems and reap the financial benefits.

But it’s also kinda condescending to suggest that people do this because they lack intelligence themselves. The majority of tech buyers are not the ‘nerds’ I am; they just want a solution that works.

ChatGPT and Gemini are in effect command line interfaces. Apple Intelligence is an attempt to make AI context sensitive, useful and above all relatable. This article could have been written in 1984 commenting on how Apple was trying to introduce a GUI OS to computing and how this was a ‘dark revelation’ to rid us of DOS.

It might also be worth mentioning that Apple Intelligence does everything the article says completely on-device with no internet connection required. There is no extra energy used beyond device battery consumption. When it does get sent to Apples servers these tend to be their own energy efficient chipsets rather than whatever power hungry PCs chew through GPT requests.

None of this however stops image playground being one of the worst ideas Apple has had in years. Producing caricatures from photos, it’s just waiting to be implemented into cyber bullying incidents. There is a reason Google Gemini won’t let you upload and mess around with an image of a real person.