Tim Cook Unveils Apple's AI Strategy: Balancing Innovation with Privacy

Tim Cook Discusses the Future of Apple

Apple CEO Tim Cook recently shared insights into the company's evolution with the Wired team and Steven Levy, offering a rare perspective on its fantastic milestones, current innovations, and aspirations for the future. In a thoughtful discussion, Cook emphasized Apple's unwavering commitment to innovation, accessibility, and collaboration, all while adhering to its core principles. His reflections provide a comprehensive narrative of Apple's growth, the influence of emerging technologies like artificial intelligence (AI), and the company's vision for the years ahead. Over the past two decades, Apple has consistently redefined industries through a series of pivotal innovations. The company's resurgence in the late 1990s began with the launch of the iMac, which transformed personal computing with its bold design and user-friendly interface. This was followed by the iPod, a device that transformed how people consumed music, and the iPhone, which fundamentally reshaped communication and the way technology integrates into daily life. Each of these products was not only a technological breakthrough but also a strategic move that set new benchmarks across industries. Strategic decisions, such as making the iPod compatible with Windows in the early 2000s, significantly broadened Apple's user base. Similarly, the company's bold move to redefine relationships with wireless carriers during the iPhone's launch allowed it to maintain control over its ecosystem. These calculated risks underscore Apple's ability to prioritize the user experience while driving long-term growth and innovation. Steve Jobs' vision remains deeply embedded in Apple's identity, shaping its design philosophy and broader mission. His emphasis on simplicity, elegance, and functionality continues to influence the company's approach to product development. According to Cook, Jobs' values serve as a guiding force, making sure that Apple remains focused on creating products that enrich lives. A tangible representation of Jobs' enduring influence is the preservation of his office at Apple Park, which serves as a source of inspiration for employees. For users, this legacy is evident in the seamless integration of hardware and software -- a hallmark of Apple's design ethos. The intuitive, user-friendly nature of Apple products reflects Jobs' belief in creating technology that feels natural and accessible. Take a look at other insightful guides from our broad collection that might capture your interest in Apple's evolution. Collaboration has been a defining feature of Apple's success. The design of Apple Park, the company's headquarters, was intentionally crafted to foster spontaneous interactions among employees. Cook explained that this environment encourages creativity and problem-solving, allowing teams to address complex challenges collaboratively. This culture of teamwork has been instrumental in driving Apple's ability to innovate consistently. Equally significant is Apple's dedication to accessibility. The company has led the industry in developing features that make technology usable for everyone, regardless of ability. Tools like VoiceOver, AssistiveTouch, and Siri empower users with disabilities to engage with technology in meaningful ways. This commitment reflects Apple's belief that technology should be a tool for empowerment, making sure that no one is excluded from its benefits. Artificial intelligence is poised to play an increasingly central role in Apple's future. Cook highlighted how AI is enhancing user interactions, making them more personalized and intuitive. Siri, Apple's voice assistant, exemplifies this evolution, with ongoing updates aimed at improving its efficiency and precision in performing tasks. Beyond Siri, AI is integrated into various Apple products to enhance functionality. For example, machine learning powers features like Face ID's facial recognition and the iPhone's computational photography, which delivers stunning images by optimizing lighting and detail. These advancements demonstrate how Apple is using AI to create smarter, more adaptive technologies that align with user needs while maintaining the company's hallmark focus on simplicity and usability. Since joining Apple in 1998, Tim Cook has played a pivotal role in shaping the company's trajectory. Under his leadership, Apple has not only maintained its innovative edge but also expanded its focus on sustainability, privacy, and social responsibility. Cook's leadership style, characterized by a measured and collaborative approach, contrasts with Jobs' visionary intensity. This balance has allowed Apple to thrive in an increasingly competitive and fast-paced industry. Cook's emphasis on long-term planning and execution has positioned Apple to navigate emerging challenges while staying true to its mission. While he has not disclosed how long he plans to remain CEO, his dedication to Apple's values and vision is evident in the company's continued success. As Apple looks to the future, its focus on innovation, accessibility, and collaboration will remain central to its strategy. Emerging technologies like AI will continue to shape how users interact with Apple products, making sure that advancements remain functional and user-friendly. Guided by the enduring legacy of Steve Jobs and the steady leadership of Tim Cook, Apple is well-equipped to embrace the opportunities and challenges that lie ahead.

Tim Cook talks about Apple's Intelligence plans, OpenAI, Vision Pro sales, and much more in a new interview

Tim Cook, CEO of Apple, has given a new interview to Wired in which he talks about various topics that are setting the technological agenda of the company. From the advances of Apple Intelligence, through its collaboration with OpenAI, to the sales of the Vision Pro, Cook has given a very sincere view of both the current situation of Apple and its future. Apple Intelligence: privacy, utility, and an integration that benefits us In the interview, Cook made it clear that Apple Intelligence is much more than just another player in the world of artificial intelligence. According to him, Apple has designed this technology with two fundamental pillars: privacy and utility. Thanks to this, the AI tools we now enjoy on our devices are not only powerful, but also respectful of our personal information. Cook explains again that most of the Apple Intelligence processing occurs directly on our device. This ensures a quick response and, at the same time, a level of privacy that practically no other artificial intelligence can match. In addition to mentioning that this approach aligns with Apple's commitment to our security, he emphasized that it allows integrating AI into the ecosystem almost invisibly. Summarizing emails, organizing our notifications, and even creating custom images or emojis with tools like Image Playground and Genmoji are examples of this integration. An integration that, as Cook explains, ensures that these tools improve our lives without us having to learn how to use them. OpenAI, AGI and the future of Apple Intelligence Regarding its relationship with OpenAI, Cook was clear in explaining that Apple has opted for a strategic collaboration instead of directly competing in areas such as large-scale language models. Apple Intelligence incorporates ChatGPT for certain functionalities, but always under strict supervision to ensure privacy. According to Cook, the collaboration with OpenAI is not a sign of dependency, but an example of Apple's pragmatic approach: integrating the best available without compromising its values. In relation to the concept of artificial general intelligence (AGI), Cook explains that Apple is not focused on this type of development. For him, the value lies in how technology can transform our daily lives in the present, something that, according to him, Apple is already achieving. Cook noted that AGI, although promising, is still light years away from being a practical reality, and in the meantime, the teams at Apple will continue working on solutions that truly provide us with tangible benefits. Vision Pro: Initial sales and the future of mixed reality Another topic Cook touched on was the launch of the Vision Pro. He explained that the device is aimed at early adopters looking to explore emerging technologies and emphasized that the success of the Vision Pro is not measured exclusively by initial sales, but by the ecosystem it is generating. According to Cook, interest in mixed reality applications is growing rapidly, shaping the future for this type of device. Apple: Always one step ahead Regarding the use of medical technology in the Apple Watch and AirPods, Cook indicated that the company continues to research how to analyze biometric data in real-time, although there are no concrete announcements for now. Concerning live events, he acknowledged that the focus on recorded presentations has improved the experience for the global audience, but admitted that he misses the energy of live events. Finally, Cook reflected on his future as CEO, assuring that he will continue to lead Apple as long as he feels he can keep contributing, and emphasized how deeply intertwined his life has been with the company since 1998. Tim Cook's interview leaves us with a clear message: Apple continues to focus on providing us with solutions that prioritize our experience, seamless integration, and respect for our privacy. From the advancement of Apple Intelligence to innovation in devices like the Vision Pro, the company once again demonstrates what it is capable of.

Apple CEO Tim Cook Opens Up About AI Plans, Vision Pro Future, and More in New Interview

WIRED today shared in an in-depth interview with Apple CEO Tim Cook, asking questions about AI, Vision Pro sales, pre-recorded keynotes, and more. The wide-ranging interview covers Apple's pivot toward AI technology, including what Apple Intelligence features Cook finds most useful, Apple's partnership with OpenAI, and the environmental impact of AI. For example, WIRED asked Cook about OpenAI's aim to achieve artificial general intelligence (AGI), full human-level AI software that would be able to learn, understand, and apply knowledge across many domains, and perform tasks they weren't specifically trained for. Right now the technology is good enough where we can deliver it to people and change their lives, and that's what we're focused on. We'll keep pulling the string and see where it takes us. [...] [AGI is] a discussion that we'll continue to have. [...] There's so much extraordinary benefit for humanity. Are there some things you have to have guardrails on? Of course. We're very deeply considerate about things that we do and don't do. I hope that others are as well. AGI itself is a ways away, at a minimum. We'll sort out along the way what the guardrails need to be in such an environment. Cook added that Apple has never considered charging a fee for Apple Intelligence, viewing it as a fundamental feature like multitouch. He said Apple sees "the smartphone lasting a very long time," despite the emergence of AI-driven devices. Asked if he was concerned about the amount of time users spend using smartphones, Cook responded: I worry about people endlessly scrolling. That's the reason we do things like Screen Time, to try to guide people. We support people putting limits on themselves, like the number of notifications you get. We do a lot of things in the parental controls area as well. My fundamental belief is, if you're looking at your phone more than you're looking in somebody's eyes, that's a problem. Addressing reports that the Apple Vision Pro has not met sales expectations, Cook said: It's an early adopter product, for people who want tomorrow's technology today. Those people are buying it, and the ecosystem is flourishing. The ultimate test for us is the ecosystem. I don't know if you're using it very much, but I'm on there all the time. I see new apps all the time. WIRED also asked Cook if the Vision Pro is ultimately headed toward mixed-reality glasses like Meta and Snap: Yes, it's a progression over time in terms of what happens with form factors. AR is a huge deal. With Vision Pro, we've progressed to what is clearly the most advanced technology we've ever done, and I think the most advanced technology in the world in terms of electronics problems. We'll see where it goes. Cook answered questions about Apple's move into consumer tools for medical technology on the Apple Watch and AirPods, and alluded to how the the company is researching AI to analyze biometric data in real time: I'm not going to announce anything today. But we have research going on. We're pouring all of ourselves in here, and we work on things that are years in the making. We were working on hearing a long time before we got it dialed in to where we felt comfortable shipping it. In addition, WIRED queried if Apple will ever return to live presentations: During Covid we learned the audience is primarily online. Very few people can fit in the theater, and we wanted to have more people engaged in the announcement itself. You can do that a lot more productively on tape than you can live because of the transitions on stage and so forth. However, Cook admitted "I do miss it. I do miss it." He said that he gets asked about how long he sees himself remaining Apple's CEO "now more than I used to," explaining:

Apple CEO Tim Cook talks about AI, Vision Pro, and retirement in new interview

Serving tech enthusiasts for over 25 years. TechSpot means tech analysis and advice you can trust. What just happened? In a recent interview, Apple CEO Tim Cook discussed the company's plans regarding AI and his own future at the company. Cook also defended the Vision Pro headset, which received mixed reviews from the media and a lukewarm response from consumers. When discussing Apple's recent emphasis on artificial intelligence - despite being a relative laggard in the AI arms race compared to rivals Google and Microsoft - Cook told Wired that the company is focused on nurturing the power of the evolving technology to change people's lives. He added that AI has the potential to offer "extraordinary benefit for humanity," provided there are guardrails in place to prevent it from going rogue. While AI is the future of technology, Cook suggested that the hoopla about artificial general intelligence (AGI) is somewhat premature, as it is still "a ways away, at a minimum." AGI, for those wondering, refers to full human-level AI software capable of not only programming itself to learn new things but also applying that knowledge to perform tasks it wasn't trained for. Cook also discussed Apple Intelligence, which is expected to be fully rolled out to compatible iPhone models in the near future. According to the CEO, it will become a fundamental feature in future iPhones, much like multitouch, adding that the company has never considered charging customers for using it. Cook also weighed in on smartphone addiction, saying that he worries about people doom-scrolling on their devices. He noted that features like Screen Time are designed to help users self-regulate their smartphone usage and stated that the company is adding new parental control features in iPhones to keep kids safe. "If you're looking at your phone more than you're looking in somebody's eyes, that's a problem," Cook said. Coming to the disappointing sales of the Vision Pro, Cook described it as "an early adopter product, for people who want tomorrow's technology today." He believes it is more of an experimental product for the company to test the AR/VR ecosystem, and isn't necessarily meant for everybody. "I don't know if you're using it very much, but I'm on there all the time. I see new apps all the time," he said. Wired also asked Cook if the company will ever return to live keynote presentations after switching to pre-recorded shows during Covid. Cook said that he misses the live shows, but hinted that the taped presentations may be here to stay, at least for the foreseeable future. "We wanted to have more people engaged in the announcement ... (and) you can do that a lot more productively on tape than you can live," he said. Finally, Cook opened up on his retirement plans, saying he will continue to work "until the voice in my head says, 'It's time' and then I'll go and focus on what the next chapter looks like." He added that after more than a quarter of a century at Apple, it will be hard to imagine life without it.

Tim Cook Wants Apple to Literally Save Your Life

Every time I visit the Apple Park campus, my mind flashes to a tour I took months before construction was finished, when there was dust on the terrazzo floors and mud where lush vegetation now flourishes. My guide was Tim Cook, Apple's CEO. With a proprietor's pride, he ushered me through the $5 billion circular colossus, explaining that committing to the new campus was a "100-year decision." Today I am returning to the Ring -- pulsing with energy seven years after it opened -- to see Cook again. The tech world is at an inflection point. The mightiest companies will either stumble or secure their dominance for decades. We are here to discuss Cook's big move in this high-stakes environment: the impending release of Apple Intelligence, the company's first significant offering in the white-hot field of generative AI. Some consider it belated. All year, Apple's competitors have been gaining buzz, dazzling investors, and dominating the news cycle with their chatbots, while the world's most valuable company (as I write) was showing off an expensive, bulky augmented-reality headset. Apple has to get AI right. Corporations, after all, are less likely than buildings to stand proud for a century. Cook didn't panic. Like his predecessor Steve Jobs, he doesn't believe that first is best. "Classic Apple," as he puts it, enters a cacophonous field of first-movers and, with a strong grasp of novelty versus utility, unveils products that make the latest technologies relatable and even sexy. Think back to how the iPod rethought digital music. It wasn't the first MP3 player, but its compactness, ease of use, and integration with an online store thrilled people with a new way to consume their tunes. Cook also contends that Apple has been preparing for the AI revolution all along. As far back as 2018, he poached Google's top AI manager, John Giannandrea, for a rare expansion of the company's senior vice president ranks. Then he pulled the plug on a long-running smart-car program (an open secret never publicly acknowledged by Apple) and marshaled the company's machine-learning talent to build AI into its software products. In June, Apple announced the results: a layer of AI for its whole product line. Cook had also brokered a deal with the gold standard in chatbots, OpenAI, so that his users could have access to ChatGPT. I'd gotten a few demos of what they were planning to reveal, including a tool to create custom emoji with verbal prompts and an easy-to-use AI picture generator called Image Playground. (I hadn't yet tested the revivification of Siri, Apple's lackluster AI agent.) Perhaps what most distinguishes Apple's AI -- at least according to Apple -- is its focus on privacy, a hallmark of the Cook regime. The AI tools, which are rolling out through software updates on the latest iPhone and relatively recent Macs, will largely run on the device itself -- you don't send your data to the cloud. The computation for more complicated AI tasks, Cook assures, occurs in secure regions of Apple's data centers. Another thing I'm reminded of on my return to the Ring is how skillful Cook is at touting the results of his big decisions, from the Apple Watch to his bet on custom silicon chips, which unleashed innovations that boost Apple phones and laptops. (And not mentioning decisions that didn't pan out, like that multibillion-dollar smart-car project.) When he strolls into the conference room where we're meeting, I know Cook will be meticulously cordial, displaying manners honed during his Alabama boyhood, while calmly hyperbolizing the virtues of Apple's products and fending off criticisms of his very powerful company. (And when asked for comment on the election results, which came in after our talk, he chose to keep his views to himself.) Steve Jobs would come at a journalist like the rain in Buenaventura, aggressively pitching his message; Cook envelopes his interlocutors in a gentle mist and confides awed assessments of his company's efforts. The ultimate assessments, of course, will come from users. But if 40 years of covering Apple has taught me anything, it is this: Should this first iteration of AI fall short, an unrepentant Cook will show up at a future pretaped keynote hailing a new version as "the best Apple Intelligence we've ever built." Despite all the pressure, Tim Cook never lets you see him sweat.

Wired

Apple CEO Tim Cook Opens Up About AI Plans, Vision Pro Future, and More in New InterviewWIRED today shared in an in-depth interview with Apple CEO Tim Cook, asking questions about AI, Vision Pro sales, pre-recorded keynotes, and more. The wide-ranging interview covers Apple's pivot toward AI technology, including what Apple Intelligence features Cook finds most useful, Apple's partnership with OpenAI, and the environmental impact of AI. For example, WIRED asked Cook about...

Tim Cook won't leave Apple 'til a voice in his head tells him to do so

Cook shedded some light on Vision Pro performance, albeit indirectly I like Tim Cook. The now long-time Apple CEO is gracious, smart, and as close to a human sphinx as you can imagine. He rarely drops major news, either casually or when the media are grilling him. Cook did not disappoint in his latest wide-ranging interview with Wired's Steven Levy. One of the best in the business, Levy peppered Cook with questions about everything from the iPhone's 16's new Camera Control button to Apple Intelligence, the company, and his own legacy. Cook didn't exactly break news, but there were areas where he revealed a bit more about himself and some of Apple's strategic decisions relating to AI, mixed reality, and what comes next for Cook himself. Apple Intelligence, Apple's brand of AI that Cook insists is not a pun, has been slowly rolling out to supported iPhones, iPads, and Macs, with each iteration getting a bit closer to what Apple promised during its June WWDC 2024 keynote. Cook didn't walk through any new features, though he does have a point of view on the fine line between utility and taking over. Cook tends to believe that AI is an assistant (like a copilot, I guess) and is not straight-up doing things for you. However, Cook's perspective on charging for additional and maybe more powerful AI Apple Intelligence features was more interesting. It's not a discussion they've been having on the Apple Campus. "We never talked about charging for it," Cook told Levy. Now, that doesn't mean it's off the table, but since Apple and Cook view Apple Intelligence as similar to multitouch on the iPhone, AI is likely a feature that adds value to all the other products and services Apple charges for. Apple could simply raise the prices on them to cover the cost of building and supporting Apple intelligence features. Apple has been mum on Vision Pro sales. The powerful VR and mixed-reality headset is undoubtedly the apex of Apple's consumer electronics capabilities and the company makes you pay dearly for it - $3,500 - which may account for consumer apathy. Cook didn't speak directly about sales performance, but he's still bullish about the headset. I think, though, he may have acknowledged that the pricey wearable is not for everyone. Here's how Cook characterized it to Levy: "It's an early adopter product, for people who want tomorrow's technology today." Cook insisted that the ecosystem is flourishing, which may be a sign of product category health, but then he added one encouraging bit of almost news about what might come next. Levy asked about Meta Orion and Snap AR glasses. These lighter and more glasses-like wearables focus on AR experiences, and I wondered if Vision Pro's next iteration could be headed in that direction. "Yes," Cook told Levy, "It's a progression over time in terms of what happens with form factors." I think the market cannot wait to try out those next form factors. Some believe that Apple Hardware lead John Ternus is the next likely Apple CEO, but for Ternus to step in, Cook would have to step away. The current Apple CEO, however, did not paint a picture of someone running out of steam or one who is becoming less engaged with the brand. The Apple-Tim Cook love affair is still very much alive. Cook is not planning his exit and told Levy that he would not "do it until the voice in my head says, 'It's time." Cook said he loves the job and can't imagine his life without it. Put another way, Tim Cook will be steering the Apple ship and building upon his legacy, which Cook wants to be health. "We have research going on. We're pouring all of ourselves in here, and we work on things that are years in the making," Cook told Levy. I think it will likely be Apple Silicon for many years to come, though.

Apple Intelligence is seven years in the making, says Cook

In a new interview, CEO Tim Cook says that Apple began looking into what became Apple Intelligence in 2017, just as Apple Park was opening. "Back in 2017 we built a neural engine into our products," he continued. "It was already apparent that AI and machine learning were huge... It became obvious that we had to divert lots of people to it, that it would be a new era for our products." It was 2018 when Apple hired away Google's head of AI, John Giannandrea, and he has said that machine learning soon permeated everything. But it wasn't until 2024 that Apple announced Apple Intelligence. Following the announcement at WWDC, Apple debuted certain Apple Intelligence features in iOS 18.1. Much more is due in iOS 18.2, and it is intended to continue improving at least throughout 2025. Saying that Apple "wanted to innovate in such a way that things would be personal and private," Cook reveals that there was a debate before settling on the name Apple Intelligence. But he also says that there was no debate and not even a discussion about charging users for AI tools. "We never talked about charging for it," says Cook. "We view it sort of like multitouch, which enabled the smartphone revolution and the modern tablet." Cook insists that Apple Intelligence doesn't replace people, it helps them do things better. "It's still coming from you," he says. "It's your thoughts and your perspective." He makes the analogy that "Logic Pro helps musicians create music, but they're still the author." And he compares AI to "the productivity that came from the advent of the personal computer." Cook is less convincing about one of Apple's own ads that sees a job candidate use Apple Intelligence to rewrite their cover letter to sound more professional. "By using the tool, [the application] comes across as more polished," he says. "It's still your decision to use the tool. It's like you and I collaborating on something -- one plus one can equal more than two, right?" Cook is also enthused about the collaboration he says Apple Park has brought, calling the decision to build it a 100-year decision." "[There] are so many places here where you just unexpectedly run into people," he says. "In the cafeteria, at the coffee bar, outside when you're going across the pathway." It's now three years since Cook said he would "probably" be leaving Apple within a decade. Today he won't put such an exact figure on it, although he says that he gets "asked that question now more than I used to." "It's a privilege of a lifetime to be here," he continues, "and I'll do it until the voice in my head says, 'It's time,' and then I'll go and focus on what the next chapter looks like." "But it's hard to imagine life without Apple, because my life has been wrapped up in this company since 1998," says Cook. "It's the overwhelming majority of my adult life. And so I love it." Separately, Cook has recently been talking more about the start of his career, rather than its end. He's talked about how a family work ethic helps him at Apple today.

Steve Jobs convinced Tim Cook that Apple would never go out of business -- even though critics thought so

In a new interview with Wired this week, Apple CEO Tim Cook opened up about his relationship with the late Steve Jobs, sharing how the legendary founder's vision convinced him Apple would thrive, even when critics thought it was doomed. "If you remember, Michael Dell had said if he was the CEO, he would shut Apple down and just return whatever assets were left to the shareholders," Cook said. "Michael just said what most everyone else thought." But a conversation with Jobs in 1998 changed everything. "When I came out to talk to Steve about working at Apple, it felt so alive and so different. He was passionate about the product, about Apple, and its purpose," Cook said. "From that point, I never thought that Apple would be going out of business." Cook would go on to join Apple, leaving a secure position at Compaq despite warnings from colleagues about Apple's precarious state. (Mind you, this was years before the iPod, iTunes, and iPhone came along, marking what many consider to be Apple's renaissance.) After Jobs' death in 2011, Cook took over as CEO, overseeing the company's transformation into one of the world's most valuable brands. Here are some other key remarks from the interview: More than a decade after Jobs' death, his old office at Apple's former headquarters, One Infinite Loop, remains intact. Cook revealed that he still visits the office occasionally, finding inspiration in the space where Jobs worked. "No one's ever moved in there," Cook told Wired. "I like my connection back to Steve, and I like the company's connection back to Steve. From him emanates our values and our DNA." The office serves as a touchstone for Cook and a reminder of Jobs' enduring influence on Apple's culture. While Apple Park now serves as the company's headquarters, One Infinite Loop, in Cupertino, California, remains a symbol of the company's history. As Apple navigates a new era of technological innovation, Cook sees artificial intelligence as the next transformative chapter for the company. "AI will reinvent and provide a new era and a new chapter for iPhone, iPad, and the Mac," Cook said during the interview. "We're just at the beginning." Cook highlighted AI's potential to reshape how users interact with Apple's products, making them more intuitive and capable of handling complex, multi-step tasks. While Siri remains a cornerstone of Apple's AI efforts, Cook suggested that significant advancements are on the horizon. "I think more people will have a relationship with Siri because it will become more personally relevant and be able to take tasks off your plate," he said. For Cook, AI holds the same groundbreaking potential as the iPhone's introduction of multi-touch technology, which revolutionized smartphones. With AI, he believes Apple is poised to usher in a new era of innovation, much like it has done in decades past.

'A New Chapter': Apple CEO Tim Cook Says This AI Is 'Profound' and 'Will Reinvent' the iPhone, iPad, and Mac

Apple CEO Tim Cook says AI is an unmistakable turning point for technology. In an interview with Wired released on Wednesday, Cook discussed AI's impact on Apple and said it will enhance all of Apple's offerings at some point by changing the way users interact with their phones, tablets, and laptops. "AI will reinvent and provide a new era and a new chapter for iPhone and iPad and the Mac and all of our products over time," Cook said. "Because I think it changes the way you interface with the product." Related: Apple Intelligence 'Changed My Life,' Says CEO Tim Cook. Here's How the New iPhone AI Saves Him Time. Cook stated that he personally uses Apple Intelligence to summarize emails. Apple is an email-based company, he explained, so he gets a high volume of messages from all corners, including from employees and customers. Cook says Apple Intelligence summarizes and prioritizes his emails for him so he knows what to read first. Siri also received an AI boost in October when Apple released iOS 18.1, which allows Siri to understand more context, handle tech support questions, and switch between text and voice commands with AI. There have been reports that Apple is preparing to launch a new and improved AI version of Siri in the coming months. In the interview, Cook calls himself a Siri "power user" and says he's one of the 1.5 billion requests that Siri gets per day. He explained that with AI, more Apple users will use Siri and develop a personal connection with the voice assistant. "I already have a personal relationship with Siri, but I think more people will because Siri will become more personally relevant and be able to take tasks off your plate that you don't have to do," Cook said. Related: Apple's Next Device Will Reportedly Be Mounted on Your Wall: 'They Feel Like They're Going to Sell a Lot of These Things' Though AI is expensive, costing over $100 million to train by one estimate, having AI-enhanced features on Apple products doesn't mean paying extra for them, Cook says. He notes that there were "never" conversations about charging for AI services, like AI that can draft emails or texts from within iPhone, iPad, and Mac. Instead, Apple views AI as a core experience for using its products. And when it comes to originality, Cook says that using AI to make writing sound more polished or friendlier still means the writing is yours. "It's still coming from you," he stated.

Tim Cook denies OpenAI rumors; talks Apple Glasses; saving lives

Cook kicks off by denying that Apple was late to AI, pointing out that the company first built a neural engine into its products back in 2017 ... Cook spoke with Wired's Steven Levy. Back in 2017 we built a neural engine into our products. It was already apparent that AI and machine learning were huge. It became obvious that we had to divert lots of people to it, that it would be a new era for our products. There's been talk of Apple potentially charging for some Apple Intelligence features in future, but Cook seems to essentially rule that out. We never talked about charging for it. We view it sort of like multitouch, which enabled the smartphone revolution and the modern tablet. Back in the summer, there were reports that Phil Schiller was going to join the board of ChatGPT creator OpenAI, in an observational role - and then that he wouldn't. There was also talk of Apple investing in OpenAI. Cook denied this, though because both points were put to him in a single question, it's not entirely clear what he was denying specifically. Q: First Apple was going to have an observer on OpenAI's board. Now you're not. Recently it was rumored you were going to participate in their big investment round. You didn't. A: There's no truth behind that at all. And I would just say, our MO is not to go out and invest in a number of companies. It's rare that we've ever done that. So it would be odd, an exception, for us to do that there. Q: So you never considered investing in OpenAI? A: I'm not going to say we never looked at it. I'm just saying that it would be a rare move on our part to do that. Levy asked Cook whether there was a conflict between the extremely high energy demands of AI servers and the company's environmental goals. More challenges, yes. But are we coming off the goal? No, definitely not. With more data centers, you use more renewable energy, and we've built that muscle now. Since 2015 our carbon footprint is down over half, while our net sales have gone up well over 50 percent. I feel very good about 2030 [when Apple has said its entire supply-chain will be carbon-neutral]. Levy pointed to Meta and Snap glasses, and asked whether that sort of form-factor was the end-goal for Vision Pro. Cook appeared to confirm that an Apple Glasses product is the long-term aim. Yes, it's a progression over time in terms of what happens with form factors. AR is a huge deal. With Vision Pro, we've progressed to what is clearly the most advanced technology we've ever done, and I think the most advanced technology in the world in terms of electronics problems. We'll see where it goes. Cook said that the company's biggest legacy was going to be in the health field, and noted the lives that had been saved through the company's work in this area. It's clear to me that if you zoom out way into the future, and you look back and ask what Apple's biggest contribution was, it will be in the health area. That's what I really believe. When we started pulling that string with the Apple Watch, it was a cascade of events. We started with something simple, like monitoring your heart rate, and then figured out we could pick up heart signals to get to an EKG and an AFib determination. Now we are monitoring sleep apnea. I've gotten so many notes over time from people who would have not survived had it not been for the alert on their wrist. Much of the interview naturally repeats Cook's familiar talking points, but it's still an interesting read.