Apple’s year hasn’t been as smooth as iPhone sales might suggest: App Store disputes in the EU, disappointing Vision Pro sales, controversial capture button on iPhone 16, and the much-discussed but little-delivered Apple AI. However, we hadn’t heard Apple’s official response to these controversies until this recent interview with Tim Cook in WIRED magazine, which addresses these questions.
Here are the key takeaways:
- Apple won’t charge extra for AI features; Cook views it as a technological evolution like multi-touch
- AI won’t cause human regression; it’s more of a collaborative relationship that refines outputs
- Cook considers OpenAI a pioneer, and their relationship hasn’t cooled despite recent controversies
- AGI still has a long way to go, and Apple will implement appropriate safeguards along the way
- Cook can’t predict Jobs’ reaction to iPhone 16’s capture button but believes it makes iPhone simpler and more elegant
- Vision Pro’s sales are modest because it’s an early product for those who want tomorrow’s technology today
- AirPods’ hearing aid functionality can reduce stigma for hearing-impaired users – Cook sees this as democratizing health
- Cook will continue in his current role until an inner voice tells him “it’s time”
▲ Image source: WIRED
When asked about generative AI, Cook explained that its emergence wasn’t a sudden realization but rather like rolling thunder. Apple had integrated neural engines into their products as early as 2017, recognizing AI and machine learning’s growing importance.
Cook emphasized that Apple Intelligence (their term for AI features) would be treated like multi-touch technology – a fundamental advancement rather than a premium feature. This means no additional charges for AI capabilities.
▲ Image source: WIRED
Regarding privacy concerns with AI integration, Cook stressed that most AI features would run on-device, with more complex tasks handled in secure areas of Apple’s data centers. He rejected the notion that there must be a trade-off between high privacy and high intelligence.
When discussing Vision Pro’s sales performance, Cook characterized it as an early adopter product, meant for those who want tomorrow’s technology today. He emphasized the importance of the developing ecosystem around the device rather than initial sales figures.
▲ Image source: WIRED
On health technology, Cook expressed strong conviction that health innovations would be remembered as Apple’s greatest contribution. He highlighted how Apple Watch evolved from basic heart rate monitoring to potentially life-saving features like AFib detection and sleep apnea monitoring.
The interview also touched on the controversial new capture button on iPhone 16. While acknowledging he couldn’t predict Steve Jobs’ reaction, Cook defended the addition as making the iPhone simpler and more elegant, given how central photography and videography have become to the iPhone experience.
▲ Image source: WIRED
When asked about retirement plans, Cook indicated he has no immediate plans to step down. He expressed deep attachment to Apple, stating it would be difficult to imagine life without the company that has been central to his adult life since 1998. He’ll continue until an inner voice tells him “it’s time.”
Regarding Apple’s legacy, Cook believes the company will be remembered for creating products that genuinely improved people’s lives. He emphasized the tangible impact of Apple’s innovations, from emergency features that help during natural disasters to health monitoring capabilities that save lives.