In a candid interview with The Wall Street Journal at Apple’s Caffè Macs, Tim Cook explained that Apple’s focus has always been on creating the best products rather than rushing to be the first in the market.
“We’re perfectly fine with not being first. It takes time to get things right. We’d rather release a product that enriches lives than be the quickest to launch,” Cook said as he spoke about Apple’s entry into advanced technologies like spatial computing and artificial intelligence (AI).
2023 saw the unveiling of two groundbreaking products under Cook’s leadership: the Vision Pro headset and Apple Intelligence. The Vision Pro promises to transport users into the future with immersive experiences, while Apple Intelligence aims to enhance the user experience across all Apple devices.
Cook is especially excited about how Apple Intelligence has transformed his own life. He shared that he now uses AI summaries to save time, allowing him to be more productive. “It’s changed my life,” he said. “It really has.”
Apple’s dominance in the smartphone market remains unchallenged, with the company selling seven iPhones every second. But as iPhones become more durable and powerful, consumers are keeping their devices longer.
When asked whether Apple Intelligence will fundamentally change the way people use Apple products, Cook responded confidently: “Profoundly different.” He compared this innovation to the iPod’s click wheel and the iPhone’s touch interface—technologies that redefined user experiences and pushed the boundaries of what’s possible.
The day after Cook introduced Apple Intelligence, the company’s market value soared by over $200 billion—the most profitable day in its history.
Cook believes that tomorrow will always be better than today, a philosophy he’s held onto throughout his life. He describes this optimistic outlook as a deeply American idea but acknowledges its universal appeal.
“I think it’s something we all need to hold onto—and not only hold onto it, but feel accountable for passing it on,” he says.
Check out the source page for the entire interview.
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Pretty sure Apple Intelligence was introduced in 2024, not 2023 as stated in your third paragraph.