While many critics claim that Apple is late to the AI party, CEO Tim Cook offers a different perspective.
Cook emphasises that Apple prioritises creating exceptional products that truly enhance people’s lives, rather than rushing to be the first in any given market.
“If we can only do one, there’s no doubt around here. If you talk to 100 people, 100 of them would tell you: It’s about being the best,” Cook said.
In an era where artificial intelligence (AI) is transforming technology, Apple’s recent iPhone 16 launch has sparked discussions about the company’s timing in entering the AI landscape. While many critics claim that Apple is late to the AI party, CEO Tim Cook offers a different perspective, suggesting that the company’s cautious approach is intentional and well thought out.
In a recent interview with The Wall Street Journal, Cook encapsulated Apple’s philosophy toward innovation in four simple words: “Not first, but best.” This phrase serves as a guiding principle for the company’s strategy, not just for AI but across all its product lines. Cook emphasises that Apple prioritises creating exceptional products that truly enhance people’s lives, rather than rushing to be the first in any given market.
Also read: iPhone 16 Pro bug! Users report random freezes and restarts, updates fail to fix the issue
“If we can only do one, there’s no doubt around here. If you talk to 100 people, 100 of them would tell you: It’s about being the best,” Tim Cook said.
Cook also shared how Apple Intelligence has transformed his own life. “It’s changed my life,” he remarked, adding that he believes this technology will lead to a “profoundly different” experience for Apple customers.
He compares Apple Intelligence to major breakthroughs in technology, such as the iPod’s click wheel and the iPhone’s touch interface. “I think we’ll look back and it will be one of these air pockets that happened to get you on a different technology curve,” he said.
Also read: iOS 18.1 with Apple Intelligence is coming this week: Here is the list of eligible iPhones for it
Regarding Apple Vision products, Cook acknowledges that they are currently positioned as niche items. “At $3,500, it’s not a mass-market product,” he stated, “Right now, it’s an early-adopter product. People who want to have tomorrow’s technology today—that’s who it’s for. Fortunately, there’s enough people who are in that camp that it’s exciting.”
He believes that just as Apple’s previous innovations did not become overnight successes, the Vision products will gradually gain traction over time. “It doesn’t occur overnight,” Cook pointed out. “None of these did.”
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Ayushi Jain
Tech news writer by day, BGMI player by night. Combining my passion for tech and gaming to bring you the latest in both worlds. View Full Profile
