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Apple enters the AI era on its own terms

Tim Cook let a filtered form of ChatGPT into Apple's walled garden. Investors yawned, but this is the smart play.

This isn't what Wall Street wants to hear right now; indeed, Apple stock ended the day ticking downwards, from the keynote onwards (whereas the tech-heavy NASDAQ rose slightly). Altman isn't exactly shy when it comes to media attention; you've got to figure he wanted on that stage at least as badly as the Ubisoft CEO who got his moment of glory in the keynote. However that shook out, the result was was subtle but brilliant semiotics: Altman beat a path to Apple's door, but he sat there mute with the other VIPs as Tim Cook's company effectively compartmentalized his exciting, scary, often wrong product.

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