Intention, not attention – Apple Must

The golden dawn of the AI Revolution is becoming easier to see, and it’s beginning to look like all the same brands of application design are reinventing themselves as AI agents.

That’s why you see ServiceNow link up with Thrive’s agentic TransformAI platform, that’s why you can expect to see some radical new imaginings around Apple’s App Intents architecture at WWDC (now with agentics of change). 

Intention is the new currency

That’s also why you see the pure AI players begin to jump into the same battlespace, including Perplexity’s somewhat anachronistically titled ‘Personal Computer’ set of agents jumping aboard the Mac.

If attention was the old currency, intention is the new gold, and AI companies, neo-AI companies, and many firms hoping that a new logo and the two letters A.I. placed adjacent to their existing brand names will keep their business hearts beating are entering that space. 

The model sees apps stop being destinations and become capabilities. The “home screen” becomes less about icons and more about entry points into agents, while Apple’s UI becomes even more strategically interesting.There are agents everywhere. But the winner may eventually be the platform that best routes these requests.

The war of AI will be fought one Desktop at a time

Apple, of course, can smile a little at this given it now provides the best already mass market, already widely deployed, already widely used…