Apple CEO Tim Cook revealed details about the company’s approach to artificial intelligence and defended its Vision Pro headset in an extensive interview Wednesday. In a now-familiar refrain, he discussed the company’s strategic entry into generative AI while addressing criticisms about Apple’s seemingly delayed response to the AI boom.
“We never talked about charging for it,” Cook said of Apple Intelligence. “We view it sort of like multitouch, which enabled the smartphone revolution and the modern tablet.”
Tim Cook talks AI and Vision Pro in wide-ranging interview with Wired magazine
Apple Intelligence has been years in the making, a new interview in Wired magazine reiterated. Cook explained that the company began laying the groundwork as far back as 2017 by incorporating neural engines into its products. In 2018, it made a key move by hiring Google’s top AI executive, John Giannandrea.
Rather than rushing to market, Cook said, Apple has taken its characteristic measured approach. The company plans to integrate AI capabilities across its product line through software updates. As usual, Apple emphasizes privacy. As such, most AI processing in Apple Intelligence occurs on users’ devices rather than in the cloud, with more complex tasks handled in secure regions of Apple’s data centers.
But AI can be fun, too, in addition to practical uses.
“We’re an email-based company, and I get enormous numbers from users, employees, partners, and so forth,” Cook said. “Having it summarize author responses is a game changer, and having it prioritize things for you so you’re not doing your usual triage. Then, of course, there are fun things like the Image Playground.”
Cook noted Apple partnered with OpenAI to incorporate ChatGPT functionality into its products. When asked about developing Apple’s own large language models, he kept the door open but defended the OpenAI partnership. He said his company chose to work with “the pioneer” in the field.
Vision Pro is for early adopters and health care is a lifesaving legacy
Regarding the Vision Pro headset, Cook acknowledged its status as an “early adopter product” but expressed optimism about its future, highlighting the growing ecosystem of apps. He suggested that the device’s form factor will evolve, potentially leading to compact AR glasses.
Cook also restated a bold prediction about Apple’s legacy, saying the company’s greatest contribution will ultimately be in health care. He pointed to the Apple Watch‘s growing array of health-monitoring features and revealed that Apple is conducting research into using AI for early medical diagnoses.
The interview touched on recent legal challenges, with Cook defending Apple against the Department of Justice’s antitrust lawsuit, calling it “completely misguided.” He emphasized the company’s focus on user experience and privacy.
Privacy and security remain crucial
Throughout the conversation, Cook maintained Apple’s typical privacy-first stance. He highlighted how the company plans to integrate AI technology without compromising user data security. This balance between innovation and privacy protection seems central to Apple’s strategy as it enters the AI era.
The interview paints a picture of a company that we all know. It’s not first to market with AI features, but it methodically builds what it hopes will be a more thoughtful and integrated approach to artificial intelligence across its ecosystem.
