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

Paul Sandy • September 13, 2024
SHARE THIS:

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.

By Paul Sandy May 15, 2025
In marketing, we love a good acronym. But let’s be real— USP (Unique Selling Proposition) is starting to feel like one of those legacy systems we all pretend still has value because it’s “core to the business.” You know the type: old, clunky, and painfully out of sync with how people make decisions today.
By Paul Sandy April 3, 2025
Companies with groundbreaking tech, elegant architecture, and technical excellence regularly lose to competitors with inferior offerings but stronger brands. This isn't just bad luck — it's the natural outcome of a fundamental misunderstanding about what drives purchase decisions. The Differentiation Trap For decades, B2B marketers have obsessed over differentiation — the pursuit of objective, feature-based superiority. Product marketers scrutinize competitors, searching for that elusive technical advantage to highlight in comparison charts and sales presentations. But here's the uncomfortable truth: sustained differentiation is rare and fleeting. In mature categories with dozens or hundreds of competitors, most products do essentially the same thing. Any technical advantage you establish today will be copied tomorrow. Distinctiveness: The True Driver of Success While differentiation fades, distinctiveness endures. Let's look at three B2B tech companies that succeeded not through superior features, but through brand distinctiveness: Slack vs. Enterprise Messaging When Slack entered the enterprise messaging space, it faced established competitors with similar core functionality. Slack's success wasn't driven by unique features but by its distinct brand identity — playful, human, and focused on reducing "work about work." Their distinctive visual identity (with its consistent color palette and friendly illustrations), conversational tone, and memorable tagline ("Where work happens") created an emotional connection that technical specs couldn't match. What mattered wasn't that Slack could do things others couldn't—it was that Slack felt different. HubSpot vs. Marketing Automation HubSpot didn't win because its marketing automation tools were objectively superior to competitors. It won by creating a distinct brand centered around the concept of "inbound marketing"—a term they essentially invented and owned. Their orange branding, educational content strategy, and consistent message about helping businesses "grow better" made them instantly recognizable in a sea of sameness. HubSpot's distinctive approach created memory structures that triggered recall when prospects were ready to buy. Stripe vs. Payment Processing Payment processing is perhaps the most commoditized B2B technology category imaginable. Yet Stripe emerged victorious not through revolutionary features, but through a distinct brand identity built around developer experience. Their minimalist design, developer-friendly documentation, and consistent message about "infrastructure for the internet economy" made them immediately identifiable. While competitors talked about transaction fees and compliance, Stripe created a distinct identity that resonated with their technical audience. Strategies for Building a Distinct B2B Technology Brand Embrace a Signature Visual System — Develop a visual identity that stands out in your category. If everyone uses blue and corporate photography, consider bold colors and custom illustrations. Your visual system should be immediately recognizable even without your logo present. Find your SMIT — Identify the Single Most Important Truth (SMIT) about your brand. What do you do exceptionally well and what do your customers care deeply about? This is a crucial intersection of opportunity. Make this the heartbeat of your story. Own it. Be known for it. Own a Category Concept — HubSpot owned "inbound marketing." Drift owned "conversational marketing." Gong owned "revenue intelligence." Creating and owning a category concept gives your brand a distinctive place in prospects' minds. Develop a Consistent Voice — Your written and verbal communication should feel consistent and distinctive. Whether it's Mailchimp's cheerful helpfulness or IBM's authoritative expertise, a consistent voice builds recognition over time. Create Distinctive Brand Assets — Develop assets that trigger instant recognition: Salesforce's cloud logo, Twilio's red API curl brackets, or Zendesk's smiling Buddha. These distinctive elements become shortcuts to brand recall. Messaging and Visual Identity: Two Sides of the Same Coin Perhaps the most critical insight about brand distinctiveness is that messaging and visual identity must be developed in tandem , not in isolation. Too often, B2B companies treat these as separate workstreams: Marketing develops messaging based on product features Design creates visual identity based on aesthetic preferences This disconnected approach produces forgettable brands. Truly distinctive B2B technology brands understand that visual elements should reinforce messaging themes, and messaging should align with visual impressions. Consider Notion, whose minimalist visual design perfectly complements its message about reducing workspace clutter. Or GitHub, whose Octocat mascot reinforces its distinct developer-focused culture. The Shift from What to Who Ultimately, brand distinctiveness requires shifting focus from what your product does to who your company is — and perhaps more importantly how it makes your customers feel . Features can be copied, but a cohesive, authentic brand identity is much harder to replicate. In a world where technical differentiation is fleeting, distinctiveness is what sticks. The most successful B2B technology companies understand this fundamental truth: customers don't just buy better products — they buy into distinctive brands that resonate with their values, aspirations, and identity. Want to shift from feature-based differentiation to brand-based distinction? Let's chat.
Sales and Marketing in an AI Therapy Session
By Speak Agency March 10, 2025
Why Marketing is Often Too Slow to Support Sales Marketing and sales should operate as a dynamic duo, seamlessly collaborating to drive revenue and deliver a unified customer experience. However, in many B2B organizations, sales teams feel that marketing can't keep up with an ever-evolving market. This misalignment often leads to sales teams taking matters into their own hands—creating their own materials, crafting their own messaging, and improvising to close deals. The consequences? Inconsistent branding, inaccurate information, and a decidedly disjointed customer experience. Common Bottlenecks That Slow Marketing Down: Traditional Content Creation Workflows: Marketing teams often follow a rigid content approval process involving multiple stakeholders and revisions, causing delays. Marketing fears Bob Loblaw, sales mocks him. Siloed Data & Insights: Marketing doesn’t always have access to real-time sales insights, making it hard to create relevant materials quickly. Resource Constraints: Many marketing teams are stretched thin, juggling branding, demand generation, and internal communications while trying to support sales. Digital Asset Management (DAM) Inefficiencies: Sales reps struggle to find the latest materials buried somewhere in a clunky, archaic DAM solution that IT defends with relentless ferocity, ahem... Sharepoint. Lack of Prioritization for Sales Needs: Marketing teams often focus on long-term brand-building efforts, while sales teams need quick, tactical resources to close deals now. The result? Sales teams create their own decks, one-pagers, and outreach messages—often off-brand and filled with inaccurate or outdated information, leading to a fragmented prospect experience and eroding brand value. How AI-Powered Automation and Real-Time Insights Solve These Bottlenecks AI agents are reshaping the marketing-sales relationship by automating workflows, providing real-time insights, and eliminating the friction that slows down content creation. 1. AI-Driven Content Generation & Personalization AI-powered tools like Jasper, Writer, and Copy.ai can generate first drafts of sales enablement materials—pitch decks, product one-pagers, and competitor battle cards—significantly reducing turnaround times. Generative AI can customize content for different buyer personas, industries, and deal stages, ensuring sales teams have tailored, on-brand materials instantly. 2. AI-Powered Sales Insights AI tools like Gong and Chorus analyze sales calls and customer interactions to identify recurring objections, competitor mentions, and deal-blocking challenges. This data can be fed directly into marketi ng teams in real-time, allowing them to create the most relevant sales assets before reps even ask for them. 3. Intelligent Digital Asset Management (DAM) AI-powered DAM systems (e.g., Bynder, MediaValet) make it easier for sales teams to quickly find the right materials by using smart search, tagging, and recommendations. Instead of sifting through outdated files, AI s urfaces the most relevant, up-to-date content bas ed on deal stage, industry, or customer type. 4. AI-Powered Workflow Automation AI can automate marketing request workflows, prioritizing sales needs and reducing delays. Automated approval processes speed up content reviews, ensuring materials are quickly approved and deployed. Real-World Example: How Reachdesk & Gong Used AI to Align Sales & Marketing Reachdesk, a global direct mail and gifting platform, faced challenges aligning their sales and marketing teams, especially during a period of rapid international growth. To solve this, they implemented Gong’s AI-powered revenue intelligence platform , which provided real-time insights into both sales rep and customer behaviors. This allowed their global teams to stay aligned and work more efficiently. By integrating AI, Reachdesk achieved: Enhanced Team Alignment: AI provided insights that kept both sales and marketing on the same page, ensuring a unified approach to customer engagement. More Efficient Sales Processes: AI-driven analysis helped prioritize leads and optimize sales methodologies. Better Content & Messaging Consistency: Marketing could create materials that were immediately relevant to the challenges identified by sales. As a result, Reachdesk improved sales efficiency, marketing alignment, and overall customer experience , demonstrating how AI can bridge the gap between these traditionally siloed teams. AI is Powerful, But Leadership is Essential While AI plays a transformative role in bridging the sales-marketing gap, it is ultimately a tool , not a replacement for strategic leadership. The most successful implementations come from visionary leaders who understand how to integrate AI into their existing workflows and align it with their business goals. AI provides insights, automates processes, and accelerates execution, but t he human element remains critical. Marketing and sales leaders must set the vision, interpret AI-driven insights with strategic intent, and ensure that AI enhances—not replac es—customer relationships. A t Speak! Agency, we work with businesses to bring AI-powered efficiencies into their marketing and sales strategies, ensuring that these tools support the bigger picture —one driven by people, vision, and expertise. The Future: AI as the Gas For Marketing & Sales AI isn’t replacing marketing or sales—it’s making both teams more effective. By integrating AI-driven automation, insights, and asset management, companies can eliminate friction and ensure that sales reps have the tools they need before they even ask for them. With AI, marketing teams can work at the speed of sales, ensuring alignment, efficiency, and most importantly—a seamless customer experience. Next Up in This Series: Real-Time Content Creation: How AI Enables Speed & Relevance – Exploring how AI can generate high-quality sales enablement materials in record time. If your company has struggled with slow marketing response times, let us know— how are you solving it today?
SHOW MORE