WIRED has just published a comprehensive and very informative interview with Apple CEO Tim Cook, covering topics such as AI, the Vision Pro’s sales performance, the choice of pre-recorded keynotes, and much more. The opportunity to reaffirm that Apple is not like the others.
A long interview with Tim Cook
The discussion covered a variety of topics, including Apple’s strategic shift toward AI, with a focus on the most beneficial features of Apple Intelligence, its collaboration with OpenAI, and considerations regarding the environmental effects of AI. AI. Our colleague asked specifically about OpenAI’s quest for artificial general intelligence (AGI), which aims to create AI capable of reasoning, learning and applying at the human level in various fields, performing tasks beyond their initial training.
Right now, the technology is good enough that we can bring it to people and change their lives, and that’s what we’re focused on. We will continue to pull the string and see where it takes us.
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(AGI is) a topic of discussion that we will continue to have.
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It has so many amazing benefits for humanity. Are there things you need to have guardrails on? Of course. We are very careful about what we do and don’t do. I hope others are too. The AGI itself is still a long way away, at least. We will determine along the way what the safeguards should be in such an environment.
Cook emphasized that Apple never considered monetizing Apple Intelligence, comparing it to integral technologies like multitouch. He expressed his belief in the enduring relevance of smartphones, even with the advent of AI-enhanced products. When asked about excessive smartphone use, Cook responded by citing parental controls and Screen Time in particular:
I worry about people scrolling endlessly. That’s why we do things like Screen Time, to try to guide people. We help people set limits, like the number of notifications you receive. We also do a lot in the area of parental controls. My core belief is that if you’re looking at your phone more than you’re looking into someone’s eyes, that’s a problem.
Responding to rumors that the Apple Vision Pro failed to meet sales expectations, the boss said:
It’s an early adopter product, for people who want tomorrow’s technology today. These people are buying it and the ecosystem is thriving. The ultimate test for us is the ecosystem. I don’t know if you use it a lot, but I’m on it all the time. I see new apps all the time.
WIRED also asked Cook if the Vision Pro is ultimately heading towards mixed reality glasses like Meta and Snap:
Yes, it’s a progression over time in terms of what’s happening with form factors. Augmented reality is a huge deal. With the Vision Pro, we’ve progressed to what is clearly the most advanced technology we’ve ever done, and I think it’s the most advanced technology in the world in terms of electronic issues. We’ll see where this takes us.
Cook answered questions about Apple’s move into consumer tools for medical technology on the Apple Watch and AirPods, and hinted at how the company is researching AI to analyze biometric data in real time:
I’m not going to announce anything today. But we have ongoing research. We are fully dedicated to this and working on things that have been in the works for years. We worked on the audition for a long time before we were able to fine-tune it to the point where we felt comfortable shipping it.
Additionally, WIRED asked if Apple would ever return to live presentations:
During Covid, we learned that audiences are mostly online. Very few people can fit into the room, and we wanted more people to participate in the announcement itself. You can do this much more productively on tape than on stage because of the transitions etc.
Cook admitted, however, that he missed it. Then, regarding his position as CEO of Apple, he doesn’t seem ready to stop:
…I’ll do this until the voice in my head says, “It’s time,” and then I’ll focus on what the next chapter will look like. But it’s hard to imagine life without Apple, because my life has been linked to this company since 1998. That’s the vast majority of my adult life. And so I love it.
In addition, the journalist recalled that Steve Jobs hated buttons, asking Tim if he had apologized to his mentor for adding a button to the iPhone 16.
I don’t know what Steve would have thought. Of course, I worked with him for a long time and I have my own opinions. But what happened was that people took so many photos and videos with the iPhone that it was important to make it simple and elegant for them. So important that he deserved control of the camera.
Cook also answered questions about his work at Apple Park, the increasing regulatory scrutiny the company faces and Apple’s legacy.
It’s up to others to decide. But I think Apple will be remembered for its exceptional products that changed the world and truly improved people’s lives. Our users feel it when they enter an Apple Store. They feel it when they use the products. I received so many messages when the hurricane hit North Carolina and people found out they had the ability to send SOS and text people when the cell network was down. It reminds people why we do what we do and how much we care about them. This will be Apple’s legacy.
All this can be found in the full WIRED interview.
