Tim Cook – Image courtesy of Apple
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Tim Cook says Apple Intelligence is already changing lives, including his, before the solution even reaches users.
Apple is reportedly two years behind the rest of the AI industry, and CEO Tim Cook doesn’t care. On the one hand, Apple has actually been doing AI, called machine learning, for at least a decade, but on the other hand, Apple isn’t trying to be first.
“We weren’t the first to do intelligence,” Cook said in a new interview with the Wall Street Journal. “But we did it in a way that we thought was best for the customer.”
“We’re totally okay with not being first,” he continues, speaking not just about Apple Intelligence but about the company’s entire effort. “As it turns out, it takes time to make it really great.”
“It takes a lot of iteration. You have to worry about every detail. Sometimes it takes a little bit longer,” he continued. “We’d rather ship a product like this and make that kind of impact on people than race to ship something first.”
“If we can do both, that’s fantastic,” Cook says. “But if we can do just one, there’s no doubt about it. If you talk to 100 people, 100 of them will tell you: This is about being the best.”
In the case of Apple Intelligence, Cook says he uses its summaries extensively. He now relies on Apple Intelligence summaries for his inbox, and says it has changed his daily habits.
“If I can save time here and there,” Cook says, “that adds up over the course of a day, a week, a month. It’s changed my life. It’s really changed it.”
Cook is just one person, of course, and he’s also one who gets a lot of email. But he argues that the benefits he’s seen so far will be the same for everyone — and that it will be life-changing.
“Very different,” he said. “I think we’ll look back on [Apple Intelligence] and it’ll be one of those air pockets that accidentally put you on a different technology curve.”
Cook doesn’t mean he expects everyone to change their lives all at once. “But it will happen. It will happen for all of us,” he concludes.
Apple said Apple Intelligence will roll out in stages and in different territories over the next few months. The first major release is expected to come on October 28, 2024.
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