Apple just took AI and cleverly rebranded it as its own

Branded is a weekly column devoted to the intersection of marketing, business, design, and culture. Apple’s announcement at this week’s Worldwide Development Conference of various forthcoming artificial-intelligence-driven capabilities for the iPhone—under the banner of what it dubbed Apple Intelligence—struck many observers as fairly belated, and rather underwhelming. Its competitors also got in some jabs: “Adding ‘Apple’ doesn’t make it new or groundbreaking,” the @SamsungMobileUS...