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Being First Isn’t Everything
Tim Cook appears quite calm. In an interview with the Wall Street Journal, he explains that, on one hand, Apple has been working on AI under the guise of machine learning for at least a decade, but on the other hand, Apple isn’t the first? So what?
he exclaims.
Regarding Apple Intelligence, he clarifies: We weren’t the first to do intelligence, but we did it in a way that we believe is the best for the customer…/… We have no problem not being the first. It turns out it takes some time for it to be truly great
.
The CEO even mentions using Apple Intelligence for summarizing emails. A morning ritual that has altered his daily routine, saving him time, which translates into something meaningful over a day, a week, a month. It has really changed my life
. Given the volume of emails he must get, that’s easy to believe!
He also draws a parallel with Vision Pro, noting along the way that it was never envisioned as a mass consumer product
(this comment likely aims to reassure investors about the modest sales). Indeed, for him, the headset is rather a product aimed at those who want to possess tomorrow’s technology today; it’s targeted at them
. According to him, it will follow the same trajectory as the iPod, iPhone, and AirPods, which did not become successful overnight: Over time, everything improves, and it too will have the opportunity to get better and better
.
It’s Not About Being First, It’s About Being the Best!
Overall, we hear a message that has been reiterated by Apple’s executives many times before! Nothing very new, but one wouldn’t necessarily expect innovation on this particular topic. Tim Cook emphasizes the company’s values, which have made it one of the largest market capitalizations in the stock market.
Do not confuse speed with haste, he believes. It takes a lot of trials. You have to care about every detail. And, it takes a bit longer to achieve it
. Thus, Apple acknowledges its delay in exchange for excellence and its pursuit of perfection.
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For Tim Cook, a product isn’t ready to launch unless it meets all the stringent criteria set by Apple: If you ask 100 people here, they will all tell you: it’s about being the best
. It remains to be seen whether the time taken to develop an in-house AI will bear fruit and if the result will help catch up!