Apple’s AI Plan: Quality Over Speed, Says CEO Tim Cook

Apple CEO Tim Cook has a simple message for the AI strategy: “Not first, but best.” In an interview with The Wall Street Journal, CEO Tom Cook explained that Apple doesn’t need to rush to be the first in AI. What matters is delivering the best experience in AI.

According to the several news sources Apple is set to release its AI system, Apple Intelligence, later than others like OpenAI, Google, and Microsoft. But Cook isn’t concerned. “We weren’t the first to do intelligence,” he said, “but we’ve done it in a way that we think is the best for the customer.”

Apple Intelligence will be available on newer iPhones and iPads by the end of October. Apple Intelligence will offer users a smarter Siri with better text editing, and image creation tools in the devices. Cook believes these features will change how people use Apple devices. He even shared that AI tools, like email summaries, have already changed his life.

Cook isn’t worried about being late to the AI game. “It takes time to get it really great,” he said, referencing Apple’s history of taking its time to perfect products like the iPod and iPhone, which became iconic. He also mentioned Apple’s new Vision Pro headset, priced at $3,500, and expressed confidence that it, too, will improve over time.

Some AI features originally planned for the iPhone 16 were delayed, with some not expected until 2025. But for Cook, the focus is on quality, not speed, a strategy he believes is key to Apple’s long-term success.