It's really interesting to consider an area where they are being successful with their AI, the notification summaries work pretty well! It's an easy sell to the consumer bombarded with information/notifications all over the place that on-device processing can filter this and cut out clutter. Basically, don't be annoying. I think a lot of people don't really know how well things like their on-device image search works (it'll OCR an upside-down receipt sitting on a table successfully), I never see them market that strength ever judging by the number of people with iphones that are surprised when I show them this on their own phones.

HOWEVER, you would never know this though given the Apple Store experience! As I was dealing with the board swap in my phone last month, they would have these very loud/annoying 'presentations' every like half hour or so going over all the other apple intelligence features. Nobody watched, nobody in the store wanted to see this. In fact when you consider the history of how the stores have operated for years, the idea was to let customers play around with the device and figure shit out on their own. Store employee asks if they need anything explained but otherwise it's a 'discovery' thing, not this dictated dystopia.

The majority of people I heard around me in the store were bringing existing iphones in to get support with their devices because they either broke them or had issues logging into accounts (lost/compromised passwords or issues with passkeys). They do not want to be told every constantly about the same slop every other company is trying to feed them.