Apple Files Trademark for "Apple Intelligence" Amid AI Logo Race
Jun/18/2024
On June 10, Apple joined the AI branding fray alongside Google, OpenAI, Meta, and others by filing a US trademark for "APPLE INTELLIGENCE." This trademark encompasses computers, smartphones, tablets, wireless communication devices, and computer software and hardware, reflecting Apple's expansive ambitions in AI technology. The new logo for Apple Intelligence features a circular shape composed of seven loops, evoking a lopsided infinity symbol, reminiscent of the glowing edge effect seen with the new Siri. This abstract and non-anthropomorphic design aligns with the industry trend of creating AI icons that are approachable yet vague, aiming to convey friendliness and potential without evoking inhumanity or mystery. The broader industry struggle to visually represent AI highlights the challenge of balancing strong vision, commercial needs, and committee-driven compromise in corporate logo design. The visualization below provides detailed information about Apple's new trademark and logo.
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