I think they see the current marketing blitz for what it is and is sticking to a bit more principle. Apple calls it machine learning, seemingly everyone else has decided AI is the buzzword for what is basically applied statistics. There’s no “intelligence” there.Apple is obviously working on something AI related but I also understand why they're careful to announce AI explicitly because AI in general has been met with immense skepticism.
Apple specifically called out now using the Transformer model in the new autocorrect at 27:42 in the Keynote. That’s a big change.
They do it again somewhere else as well. I think Apple, an amazing marketing company of all things, is weary of how much junk is just being slapped with “AI” to wow investors and media that are truly just Machine Learning at the end of the day.