Apple just copied one of Microsoft Edge’s best features and called it Apple Intelligence
AI-summarised brief · reviewed before publication
Apple's WWDC 2026 keynote featured a new Safari tab-organizing feature, called Apple Intelligence, which automatically groups open tabs by topic. However, this feature is not new, as Microsoft Edge has had a similar AI-powered Organize Tabs feature since February. Microsoft Edge's feature uses AI to group tabs by topic, with color-coded Tab groups and names, and allows for customization. Apple's version, although presented with slick animation and marketing, lacks the finesse of Microsoft Edge's feature, which has better customizable naming and color-coded tabs. The tech community has praised Apple's feature, unaware that Microsoft Edge had it first. Apple's feature is not as powerful as Microsoft Edge's version, which can sort tabs into groups in under a second.
💡 Why It Matters
- · Apple's ability to successfully market and present a feature that already exists in Microsoft Edge highlights the power of effective marketing and presentation.
- · Microsoft's failure to promote its own feature has allowed Apple to take credit for the innovation.
