Apple CEO Cook on AI Strategy: Not First, But Best

Apple CEO Tim Cook and other senior executives detailed the company's artificial intelligence strategy in an interview with The Wall Street Journal, explicitly stating: "We are not the first, but our goal is to be the best."

Based in Cupertino, California, the technology giant officially launched its AI initiative, Apple Intelligence, in June of this year. Prior to this, OpenAI had released the highly anticipated generative conversational AI, ChatGPT, at the end of 2022, and Google followed suit with a series of chatbot services, custom AI chips, and advanced AI software features. In comparison, Apple has maintained a relatively low profile.

However, Tim Cook, who has served as Apple's CEO since Steve Jobs stepped down in 2011, emphasized that the company's objective is to perfect its AI tools rather than rush to claim the top spot on an undefined finish line.

In his comments to The Wall Street Journal, Cook stated, "It's okay if we aren't the first. Achieving true excellence takes time. It requires extensive iterations and meticulous attention to every detail. Sometimes, it takes longer to accomplish." He further added, "Rather than rapidly releasing products, we prefer to launch truly outstanding ones that provide meaningful contributions to users. Of course, it would be ideal if we could balance speed and quality. But if we have to choose one, there's no doubt here. Ask 100 people, and they'll all tell you: the most important thing is to be the best."

It is noteworthy that even the launch of Apple Intelligence has experienced some delays: it was not pre-installed on the new iPhone 16 series but is planned to be introduced later this month through a software update.

Apple Intelligence introduces a range of new features for users of the iPhone 15 Pro and higher models, including capabilities to comprehend and generate images and language; functionalities for editing, altering tones, and proofreading text; and convenient operations to create new emojis by typing descriptions. Additionally, the voice assistant Siri will become more natural, relevant, and personalized, allowing users to access ChatGPT directly from their devices.

Although analysts anticipate that these new features could drive a so-called "super upgrade cycle," analysts at Jefferies warned in a report released on Sunday that these features may not significantly boost iPhone sales this quarter.