Think Different (Again): How Apple Plans To Compete In The AI Personal Assistant Wars

Think Different. That’s the simple and iconic slogan Apple used during the second coming of Jobs, during his reinvention and revitalization of the company in the late ’90s. Yes, there are second acts in American life. Jobs gave one to Apple, and it’s still living it. But the world, of course, keeps changing, and computing changes, and Apple itself may need to think different. This year has been the year of artificial intelligence, natural language processing, machine learning, and computer vision. They’re the new technologies that big platform players like Microsoft, Amazon, Facebook, and Google are thinking about and talking about. Some, like Microsoft CEO Satya Nadella, say we’re moving past the smartphone age and into the bot age. “Bots are the new apps,” he said during his company’s developer…


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