Apple is so afraid of falling behind on the AI hype that the company is throwing its ethical principles out the window.

There are a lot of reasons to use Apple products. They’re beautifully designed and built, they all work well together, and so on. Apple is also the company to trust when it comes to protecting your privacy, transitioning its operations to renewable energy, and having a solid ethical stance compared to the rest of Silicon Valley. Many of us were waiting for Apple’s greener, more ethical take on AI when it announced its plans at WWDC this month. And boy, were we wrong.

“Consumers pay a premium for Apple products for a number of reasons, privacy being the most important. Apple has built its brand on protecting users’ private data, even at the risk of losing key features and limiting interoperability. Conversely, OpenAI has repeatedly come under fire for training its models with data it does not have explicit permission to use,” Gemma Galdón-Clavell, founder and CEO of Eticas AI and an advisor to the United Nations and EU on applied ethics and Responsible AI, told Lifewire via email.

There’s been a lot of talk about Apple’s on-device AI processing, which leverages the Neural Engine that’s been in its iPhones, iPads, and Macs for years. These run AI models locally, which is more private, and because they’re purpose-built to perform trillions of AI-like operations per second, they use far less power and are much faster than trying to do the same thing with the CPU.