Another week, another AI-focused tech event. First there was OpenAI’s spring update, then Google I/O, and then Microsoft Build. Last week, Apple joined the fray.

The tech giant’s WWDC event didn’t disappoint. CEO Tim Cook unveiled Apple Intelligence, a generative AI system partly powered by ChatGPT (for now). Wall Street cheered, making Apple the most valuable US company for a period.

Some of the smartest minds in tech applauded Apple’s strategy. Why?

For one, Apple is applying artificial intelligence to a narrower set of quotidian tasks. As Katie Notopoulos noted, it appears to be a kinder, gentler AI. (On the other hand, a whole bunch of startups have reason to be fearful.)

Assuming Apple Intelligence works as intended, there will be even more reason to switch to or stay with Apple. It could also drive hardware upgrades and push revenue per user higher.

It also emerged that Apple is not paying OpenAI for the ChatGPT integration. Apple gets the benefits for its users while OpenAI foots the bill for the computing costs. Apple also stressed the door is still open to working with Google, giving it leverage to play OpenAI and Google off against each other. It’s a power move that demonstrates Apple’s incredible reach.

Add it all together, and, as Linette Lopez writes, Apple may be the one Big Tech company getting AI right.