Whatever else Apple cofounder Steve Jobs was, he was the consummate salesman.
Thanks to smartphones, tablets, smart TVs, home voice assistants like the Amazon Echo, and all our other kinds of gadgetry, we're generating more data than ever before.
The promise of artificial intelligence is a way to sift through the noise and always find exactly what we need, when we need it, on whichever device we're using.This means that Tim Cook's Apple is facing a unique and unprecedented marketing challenge as it heads into Wednesday's much-anticipated iPhone 7 launch event, where the company is expected to announce a new phone that's only a minor improvement to the existing iPhone 6S.
With the hardware unexciting at best, that means that the onus will be on Apple to prove that the iPhone is differentiated from Google's ever-improving Android elsewhere.
Namely, it must prove the upcoming iOS 10 operating system has game with the new machine learning trend and it will bring intelligence to the whole iPhone.
How do you sell customers on something they don't even know they're using?