As Christmas approaches, Tim Cook offers reassurance about the future and, more specifically, expresses optimism for the iPhone (with Apple Intelligence) and the Vision Pro headset, though it remains a niche product with limited profitability. He shared his thoughts in a detailed interview with WIRED.
A Practical AI, Rather Than a Mythical One
Tim Cook emphasizes that Apple’s priority is to deliver an AI that is practical and accessible
, focusing on integrating daily useful features while maintaining a cautious and ethical approach.
While not criticizing its partner, the company aims to distinguish itself from OpenAI’s ambitious AI projects. We are very careful about what we do. AGI (artificial general intelligence) is far off, but on the way there, we will set up the necessary safeguards
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Another point of emphasis is the pricing. Unlike other companies, Apple does not plan to monetize its AI tools directly, viewing these features as fundamental, just as multitouch technology was. Additionally, regarding the environmental impact, Tim Cook stresses the importance of reducing the ecological footprint of AI, acknowledging that the issue requires more thought and innovation.
Vision Pro: A Cutting-Edge Product
In recent months, Apple has employed various descriptions to highlight the unique, niche, and now cutting-edge nature of the Vision Pro. Some might see this as a clever disguise for sluggish sales and a product that is too exclusive (too expensive, lacking autonomy, and missing specific applications).
Despite initial disappointing sales, Tim Cook believes that the Vision Pro is intended for an audience passionate about advanced technologies. He points to the growing richness of the application ecosystem for the product. The ultimate test for us is the ecosystem. I see new applications all the time
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Regarding potential glasses, he acknowledges that the Vision Pro will evolve over time, and that more compact versions, such as augmented reality (AR) glasses, might soon emerge. Given the success of Meta RayBan, it might be wise to hurry before missing out completely!
Especially Health
Apple’s Role in Connected Health
Finally, he concludes on his favorite subject—not coding for kids but connected health. A few years ago, he even stated that Apple’s greatest achievement would be making a mark in this area.
Tim Cook mentions ongoing research related to the analysis of biometric data via AI. He doesn’t make any official announcements but hints that Apple continues to explore medical tools that are accessible to the general public.
One More Thing
About the future of Apple keynotes, the head honcho defends the pre-recorded presentations introduced during the pandemic for their ability to reach a broader global audience. However, he admits to feeling nostalgic for live events I miss it. I miss it…
Finally, as discussions turn to musical chairs and the possible appointment of Luca Maestri to lead Stellantis, Tim Cook asserts that he will remain CEO as long as he feels capable of contributing, while also discussing the difficulty of imagining life without Apple. The overwhelming majority of his life…