Hey Apple AI Team: You do you.

Apple’s lackluster earnings call last week hinted at its yet-to-be announced AI strategy.

It’s my sincere hope Apple will channel its 1984 persona and be the brand that creates a cooler AI experience — one that is more human, more geared to helping creators harness this magic, and do so in a way that enhances creativity and craft, not replace it.

That’s Apple’s DNA.? Their path to growth is to remember who they were on their best day.

In 1984 Apple rose up and challenged the gray PC monolith.? Back then, that was IBM.? Today, it is AI, and those dystopian characters marching in lockstep are Microsoft, Google, OpenAI, and Meta.

In time Apple became indispensable to creative-minded people worldwide, through its products, and through its exhortation to think different. ?

What might Apple do in the AI space that the others cannot?? For starters, Apple is uniquely positioned to develop technology with a mindset that AI and human imagination yields more compelling ideas. Perhaps through an intuitive front-end paired with creativity-enhancing software. Not to mention fair compensation for creators whose intellectual property helps season the AI stew.

Apple…please do not show up to the AI party like Google Gemini and Meta Llama 3 and their me-too products. ? Think different. (Remember?)