Apple‘s CEO Tim Cook says the company doesn’t need to be first in artificial intelligence (AI), it just needs to be the best. In a new interview with The Wall Street Journal, Cook explained Apple’s approach to AI with four words: “Not first, but best.”
Apple is about to release its AI system called Apple Intelligence. This comes much after other companies like OpenAI, Google, and Microsoft have already launched their AI products.
“We weren’t the first to do intelligence,” Cook told the WSJ. “But we’ve done it in a way that we think is the best for the customer.”
Apple Intelligence will be available on newer iPhones and iPads by the end of October. It will help users edit text, create images, and use a smarter Siri. Cook believes these new features will greatly change how people use Apple devices.
“I think we’ll look back and it will be one of these air pockets that happened to get you on a different technology curve,” he said.
Cook shared that he’s already using some AI features, like email summaries. He said, “It’s changed my life. It really has.”
The Apple CEO isn’t worried about being late to AI. He explained, “We’re perfectly fine with not being first. As it turns out, it takes a while to get it really great.”
Cook also talked about Apple’s new headset, Vision Pro. Despite its high price of $3,500, he’s hopeful about its future. “Over time, everything gets better, and it too will have its course of getting better and better,” he said.
Apple’s AI features were supposed to come with the new iPhone 16, but they were delayed. Some features might not be ready until 2025.
Cook believes that taking time to perfect products is key to Apple’s success. He pointed to past products like the iPod, iPhone, and AirPods, which became popular over time.