In a move that will surprise absolutely no one, Microsoft appears to be taking a page from Apple’s playbook, yet again. The company is reportedly rebranding its AI offerings under the banner of “Windows Intelligence,” a name that bears a striking resemblance to Apple’s “Apple Intelligence.”
Of course, Microsoft has a long and storied history of “drawing inspiration” from Apple’s innovations. From the introduction of Windows (which, let’s be honest, looked a lot like the Macintosh operating system) to the Surface tablets (which, well, you get the idea), Microsoft has never been shy about borrowing a good idea or two.
Let Apps Access Windows Intelligence pic.twitter.com/gbyU4JdmG5
— https://tero.bsky.social (@teroalhonen) October 18, 2024
Now, it seems, Microsoft has decided that “Intelligence” is the latest must-have buzzword in the tech world. After all, why bother coming up with your own unique branding when you can simply piggyback on Apple’s marketing success?
This rebranding also raises questions about the future of Microsoft’s AI assistant, Copilot. Will it be relegated to a mere footnote in the grand scheme of “Windows Intelligence,” or will it somehow manage to retain its own identity? Only time will tell.
To be fair, Microsoft is genuinely committed to integrating AI into its products and services. From mundane tasks like writing emails to more complex endeavors like generating code, AI is poised to revolutionize the way we interact with technology. But hey, who needs originality when you can simply imitate the best?
So, the next time you hear someone praising Microsoft for its “innovative” approach to AI, just remember: imitation is the sincerest form of flattery. And Microsoft is clearly very, very flattered by Apple.
