Apple CEO Tim Cook emphasized that the company is not focused on being the first in artificial intelligence (AI), but rather on being the best. In a recent interview with The Wall Street Journal, Cook articulated Apple’s AI strategy with the phrase, “Not first, but best.”
Apple is preparing to launch its AI system, known as Apple Intelligence, which comes after other companies such as OpenAI, Google, and Microsoft have already introduced their AI products.
“We weren’t the first to bring intelligence to the market,” Cook told the WSJ. “However, we believe we have tackled it in a manner that is most advantageous for the customer.”
Apple Intelligence is expected to be available on newer iPhones and iPads by the end of October. This system will help users with text editing, image creation, and improving Siri’s functionality. Cook is optimistic that these features will greatly alter how individuals use Apple devices.
“I think we’ll eventually view this as a critical moment that has directed us toward a new technological direction,” he said.
Cook mentioned that he is already utilizing some AI features, such as email summaries. He remarked, “It’s transformed my life. It truly has.”
The Apple CEO is not concerned about arriving late to the AI scene. He explained, “We’re completely comfortable with not being first. It turns out that achieving excellence takes time.”
Cook also discussed Apple’s new headset, Vision Pro. Despite its steep price of $3,500, he remains optimistic about its prospects. “Over time, everything gets better, and it will progress along its own course of improvement,” he said.
Apple’s AI features were initially expected to launch with the new iPhone 16, but they have been postponed. Some functionalities may not be available until 2025.
Cook believes that taking the necessary time to refine products is crucial to Apple’s success. He cited previous products like the iPod, iPhone, and AirPods, which gained popularity gradually.