Apple and Tim Cook find themselves between a rock and Trump, and I’m genuinely curious what’ll happen

Apple and ex-CEO Tim Cook — who is now an Executive Chairman at the company — have found themselves in another potential difficult situation regarding President Donald Trump. If the company doesn’t play its cards right, the president might just end up calling Apple and its executives “the enemy”.

Trump demands new name for Artificial Intelligence

President Trump recently signed an executive order demanding that the term “Artificial Intelligence” be renamed to “Supreme Intelligence” instead. The executive order is for federal agencies and departments and their communications, but Apple — being as big as it is — might also be negatively affected if it doesn’t to use the new name.

Will Apple rename Siri AI?

Apple insider Mark Gurman raises an interesting point that Apple is very likely going to be pressured into doing something about this executive order. Tim Cook, who now travels and interacts with external entities now that John Ternus is CEO, will most likely be contacted by President Trump regarding the name change.


Trump has pressured Apple in the past and something similar happening now cannot be ruled out. Cook will have to appease the president somehow if Apple enters Trump’s crosshairs regarding renaming AI, which is a decision that has largely been met with severe criticism and extreme confusion.

Siri SI seems implausible, but you never know

If Trump asks Apple to follow the order and the company refuses, the president could undo a lot of favors that Tim Cook has won over the years, especially regarding tariffs. Naturally, with prices already skyrocketing because of demand from AI (or SI) data centers, Apple cannot afford to make its products even more expensive.

Hence Gurman’s take that it’s going to be “absolutely fascinating” to see how Apple approaches this latest battle with the president. Best-case scenario, Trump just doesn’t ask Apple to use the term “SI”.

I hope Apple doesn’t have to use SI

When Apple first used the term “Apple Intelligence” I had a big smile on my face. It was such a fun and clever play on “AI” that I couldn’t help but grin at the company’s marketing chops.

If Apple is forced to rename it, not only would it be a silly waste of time, but it would also take away from the really clever name that the company came up with. Let’s just hope Siri AI remains Siri AI and doesn’t become Siri SI one of these days.

Speaking of Siri AI:

• The EU still doesn't have the new Siri AI
• What's new with the revamped Siri AI?

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