They took the clever (in my opinion) decision to rebrand "AI" as "Apple Intelligence", presumably partly in order to avoid the infinite tired "it's not really AI" takes that have surrounded that acronym for decades.

It's about as cringe as that Chinese guy with the funny-shaped head, who said a few years ago that AI for him means "alibaba intelligence".

And that's why we haven't heard of him since then.

LLM's get six mentions in this article.

Nah, I think they made it model agnostic, which is kinda smart.

Search for "large language model" instead of "LLM".

Because they don't own it, or the models they (don't) own aren't good enough for a standalone brand? Sure seems like it.