In a recent interview with Ben Cohen of The Wall Street Journal, Apple CEO Tim Cook addressed the criticisms surrounding the company’s cautious approach to artificial intelligence (AI). He emphasized that Apple’s strategy is not about being the first to adopt new technology, but rather achieving the best results.
Apple’s AI Philosophy: “Not First, But Best”
While competitors such as Google Gemini and OpenAI’s ChatGPT have aggressively advanced in the AI landscape, Cook defended Apple’s deliberate pace. He articulated the philosophy guiding Apple’s innovations: “If we can only do one, there’s no doubt around here. If you talk to 100 people, 100 of them would tell you: It’s about being the best.” Cook insists that this philosophy is central to Apple’s mission across all its developments, including AI.
Amid discussions about Apple’s latest iPhone 16 launch, which highlighted Apple Intelligence, Cook refuted claims of the company lagging behind, stating that their methodical approach is intentional. He foresees Apple Intelligence as a transformative leap in technology, drawing comparisons to groundbreaking innovations like the iPod’s click wheel and the iPhone’s touch interface. “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 remarked.
Vision Pro: An Investment in the Future
Cook also addressed the Vision Pro, priced at $3,500, which he described as an “early-adopter product.” Acknowledging its current niche status, he stated, “Right now, it’s an early-adopter product. People who want to have tomorrow’s technology today—that’s who it’s for.” Despite its limited market penetration at present, Cook believes that many past Apple products, like the iPhone and AirPods, had similar trajectories before achieving widespread success. “It doesn’t occur overnight. None of these did,” he added.
Cook’s statements embody Apple’s long-standing commitment to delivering superior products, prioritizing quality over the rush to be first in the market. The market will ultimately decide if the concept of Apple Intelligence aligns with this philosophy of “not first, but best.”