Selling machine learning stuff as "intelligence" raises false expectations and is ultimately fraud. I can't wait for this whole overblown hype to crash and burn.
That's an Apple thing. They developed this habit (if not addiction) after bringing features to their devices very late, sometimes a decade later than their competitors. They thought it was better to call those basic features with fancy multi word names with ™ symbols at the end and that resonates with their fan base in perfect harmony. So I think the habit stuck.