Though Apple wasn’t the first to dive into artificial intelligence (AI), CEO Tim Cook believes it will emerge as the leader in the space. Speaking about Apple Intelligence as the feature starts rolling out to regular users, Cook shared that the company’s approach to AI isn’t about being the fastest but about offering the best experience for users.
While many in the industry have noted that Apple seems to be lagging, potentially two years behind competitors, Cook remains unfazed.
He highlighted that Apple has been developing AI under the label of machine learning for over a decade, focusing on refining and perfecting its offerings. He expressed that Apple’s goal is not to race to be first but to ensure it delivers meaningful, well-thought-out products.
Cook acknowledged that innovation takes time, explaining that it requires careful iteration and attention to minor details.
For Apple, releasing products ready to make a real impact is more important than rushing into trends. He said that if the company can achieve both speed and quality, it will, but its top priority will always be to offer the best experience possible.
Speaking to the Wall Street Journal, Cook said in a new interview. “We weren’t the first to do intelligence, but we’ve done it in a way that we think is the best for the customer.”
Cook revealed that Apple Intelligence has already started influencing his daily routine. He explained that the feature’s email summary tool has transformed how he manages his inbox, significantly improving his efficiency.
For Cook, the ability to save small pockets of time throughout the day has accumulated into a noticeable change in his productivity, even reshaping some of his habits.
While he acknowledged that his personal experience is just one example, Cook believes that Apple Intelligence will benefit everyone similarly.
He described these improvements as “profound” and suggested that the technology will lead users onto an innovation curve. However, he cautioned that the full impact won’t be immediate, but he is confident it will unfold over time, enhancing everyday life for all.
Apple plans to release Apple Intelligence gradually, with regional rollouts beginning soon. The first major release is set to arrive on 28 October 2024, marking the start of what Cook believes will be a transformative journey for the company and its users.
While other companies may have been quicker to market with AI, Apple seems ready to prove that excellence matters more than speed in the end.
