At 34M parameters, it's not very large. A LLM can be a transformer model, but also it can have a different architecture (e.g. RNN, such as RWKV).
Apple has been using RNNs for many things, I believe it's the first time they're shipping an on-device transformer model.
I have no idea whether you really don’t know what “LLM” stands for or are just trolling. Not calling it an LLM actually is more honest marketing precisely because it’s small, and “transformer-based model” is a precise technical description that everybody with even superficial knowledge of the field understood immediately.
And I’m actually onboard with most of your other examples. I’d include “all-day battery life” as another empty marketing term that doesn’t really say much.
“That type of model” are called transformers, not “like an LLM but small”. The fact that you didn’t know that doesn’t make it wrong.
And a transformer model is a specific type of LLM. You could also build a language model using a RNN. There’s nothing deceptive here.
Nowhere does the press release say LLM. That's because it's not very large or smart and when compared to most LLMs' "intellectual" performance, it looks bad. By avoiding that term, they are successfully sidestepping an important aspect of the evaluation of this system in the eyes of many Apple fans.
So your gripe is that they don’t have a LLM and didn’t say they did?