Apple is shifting its language from "machine learning" to simply referring to "AI" when discussing its products, a move that may be an attempt to catch up with competitors like OpenAI and Google in the field of General Artificial Intelligence. This change in terminology suggests that Apple wants to avoid detailing specific models or training data, instead focusing on product features. The company's AI efforts have been integrated into various products, including the Apple Watch, which uses data from its sensors to provide a personalized experience and make relevant suggestions based on a user's daily routine. However, this may also suggest that Apple has not yet effectively productized and marketed these features, particularly in comparison to other companies like FitTech startups.