Can Microsoft’s marketing take a bite out of Apple’s AI branding?
Microsoft has made Copilot the name and style of its AI assistant and other AI services for more than a year, but it seems the company might have a rebranding project underway with a transparent origin. In references shared on X from the appprivacy.adml file, it looks like AI-powered features in Windows 11 will be collected under the umbrella name “Windows Intelligence.” While positioning AI centrally in the operating system is certainly not a surprise, the name is either a deliberate attempt to leverage Apple’s “Apple Intelligence” branding or the biggest coincidence since Mark Zuckerberg started a company with the same name as Harvard’s digital yearbook.
Of course, you can’t copyright the term Intelligence, but the possible decision to join Apple’s branding choice suggests Microsoft sees it as a way to align the idea of an AI-fueled operating system in the minds of customers.
