On this episode of Lochhead on Marketing, Christopher Lochhead and Eddie Yoon dissects Apple’s latest announcements from the 2024 Worldwide Developers Conference (WWDC) on an all-new Pirates Perspective.

The conversation centers around Apple’s introduction of Apple Intelligence, a cutting-edge AI-driven personal intelligence system, and their strategic partnership with OpenAI. They break down the key insights from their discussion, offering actionable advice and thorough explanations for marketers and tech enthusiasts alike.

Welcome to Lochhead on Marketing. The number one charting marketing podcast for marketers, category designers, and entrepreneurs with a different mind.

Apple Intelligence: A New Category in AI

Apple’s announcement of Apple Intelligence marks a significant milestone in the tech industry. This AI-driven personal intelligence system is designed to enhance user experiences by integrating smarter, more intuitive tools into daily lives. Christopher Lochhead praises this move, emphasizing Apple’s role as a primary category designer, particularly in the realm of personal computers.

Actionable Insights:

• Embrace Category Design: Companies should focus on creating new categories rather than just competing within existing ones. This approach can lead to market leadership and long-term success.


• Integrate AI Thoughtfully: Embedding AI in products should be done in an evolutionary manner, ensuring that it enhances user experiences without overwhelming them.

Strategic Partnership with OpenAI

Apple’s decision to partner with OpenAI rather than compete with them is a strategic move that highlights the importance of collaboration in the tech industry. Christopher Lochhead commends this approach, noting that it allows Apple to focus on serving their customers through thoughtful and aggressive innovation.

Actionable Insights:

• Leverage Partnerships: Collaborating with other industry leaders can lead to innovative solutions and a better customer experience.


• Focus on Customer Needs: Innovation should always be driven by the goal of serving customers better, rather than just outpacing competitors.

Privacy, Data Usage Concerns, and Regulations in AI

Eddie Yoon expresses both excitement and concern about the potential benefits and privacy implications of Apple’s personal intelligence system. He highlights the need for careful consideration of data usage and consumer privacy.

The conversation also delves into the need for oversight and regulations in the AI space. Christopher emphasizes the importance of strong controls while acknowledging Apple’s historical business practices and the need for critical examination.

To hear more Pirates Perspective, download and listen to this episode. You can also check out more Pirates Perspective at Category Pirates.

Don’t forget to grab a copy (or gift!) of one of our best-selling books:

•  Snow Leopard: How Legendary Writers Create A Category Of One


•  The Category Design Toolkit: Beyond Marketing: 15 Frameworks For Creating & Dominating Your Niche


•  A Marketer’s Guide To Category Design: How To Escape The “Better” Trap, Dam The Demand, And Launch A Lightning Strike Strategy


• The 22 Laws of Category Design: Name & Claim Your Niche, Share Your POV, And Move The World From Where It Is To Somewhere Different


•  **NEW!** The B2B Tech Marketer’s Guide To Category Design: How To Engineer Your Market, Find What Makes You Different, And Become A Category Queen

We hope you enjoyed this episode of Lochhead on Marketing™! Christopher loves hearing from his listeners. Feel free to email him, connect on Facebook, Twitter, Instagram, and subscribe on iTunes!