2024-12-04 13:50:00
A CEO 1 yes Apple, Tim Cookrecently granted a long interview with WIRED in which he discussed Apple’s entry into the world of artificial intelligence, the future of Vision Pro, the recorded keynotes and even its regulatory fight with the United States Department of Justice (DoJ).
The conversation, of course, started with the Apple Intelligence in the spotlight. One of the most interesting points covered was the fear that many people have about the way AIs have operated and resources such as Writing Tools (Writing Tools) of iOS/iPadOS 18 and macOS Sequoia 15 could degrade the way people communicate.
Asked about this last topic, Cook chose to compare Apple Intelligence with other inventions that also raised concerns:
It still comes from you. It’s your thoughts and your perspective. You and I remember the productivity that came with the advent of the personal computer. It wasn’t you pressing your calculator anymore, you were doing something on a spreadsheet. It was no longer you at the typewriter, you were using a word processor. Logic Pro helps musicians create music, but they are still the authors.
Asked about the infrastructure of resources consumed by Apple Intelligence, the executive expressed an optimistic outlook, reiterating Apple’s goal of becoming a 100% carbon neutral company by 2030.
More challenges, yes. But are we giving up on the goal? No, definitely not. With more data centers, you use more renewable energy, and we’ve built that capacity now. Since 2015, our carbon footprint has fallen by more than half, while our net sales have increased by well over 50%. I feel really good about 2030.
After recognizing that the Vision Pro is, at least at the beginning of its life, a product for enthusiasts. When faced with the device’s lower-than-expected sales, Cook highlighted the engineering behind the headset and chose to leave its future open instead of designing something more concrete:
Yes, it’s a progression over time in terms of what happens with form factors. AR is big business. With Vision Pro, we’ve progressed to what is clearly the most advanced technology we’ve ever made, and I think the most advanced technology in the world in terms of electronic problems. Let’s see where this goes.
Another product that also had its longevity questioned was the iPhonewhich although it currently carries the suffix “16”, is already approaching its 20th generation. For the executive, however, smartphones as a whole still have a long way to go:
We see the smartphone lasting a long time. There will be more innovation. And obviously you look at the first iPhone that came out compared to the iPhone 16, they’re totally different, right?
Since 2020, Apple has opted to record your keynotes and transform them into true super productions instead of performing live. Of course, you’ll miss the tete-a-tete — and one of those people is Cook himself (although recorded keynotes are apparently here to stay):
During COVID, we learned that audiences are primarily online. Not many people make it into the theater, and we wanted to get more people involved in the ad itself. You can do this much more productively recorded than live because of the transitions on stage and so on.
WIRED Editor at Large Steven Levy spoke to Apple CEO Tim Cook for WIRED’s Big Interview. Cook said that while most of what Apple does is forward-looking, he still greatly values his connection back to his predecessor, Steve Jobs.
— WIRED (@WIRED) December 4, 2024
The general editor of WIREDSteven Levy, spoke with Apple CEO Tim Cook for “Big Interview” and WIRED. Cook said that while most of what Apple does is forward-looking, he still greatly values its connection to his predecessor, Steve Jobs.
Finally, when asked about the imbroglio involving the Apple and the DoJCook first advocated for an individual investigation, so that each company is accountable for how it has operated. Still, taking into account the US government’s accusations against Apple, the executive was very emphatic in rejecting them:
It’s completely wrong [o processo] about what we did. Our users know this. We always put ourselves in the user’s shoes and ask what’s best for them, what’s best for their privacy, what’s best for their security. That’s the story. Let’s tell a judge and see how this plays out.
During the conversation, Cook also talked about how long he will continue as Apple’s CEO (although he was quite evasive), the evolution of Apple Park and also about Apple Silicon and the company’s long-standing partnership with ARM, whose technology it is the basis of its latest processors.
The full interview (in English) can be seen on this page.
Footnotes
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What are Tim Cook’s thoughts on the balance between AI innovation and responsible AI development?
## Apple’s Vision For the Future: A Conversation With Tim Cook
**Host:** Welcome back to the show. Today, we have a very special guest, Apple CEO Tim Cook, joining us to discuss some exciting developments at Apple and his vision for the future of technology. Tim, thank you for being here.
**Tim Cook:**
It’s great to be here.
**Host:** In your recent interview with *WIRED*, you discussed Apple’s foray into the world of artificial intelligence with features like “Writing Tools”. However, there’s been concern over AI potentially diminishing human communication. Can you shed some light on Apple’s approach to responsible AI development?
**Tim Cook:**
Absolutely. At Apple, we believe AI should empower humans, not replace them. Just like the personal computer revolutionized productivity, tools like Writing Tools are designed to enhance
, not substitute, human creativity. We aim to build AI that complements and amplifies human thought, not diminish it.
**Host:**
Touching on infrastructure, the environmental impact of AI development is a growing concern. What steps is Apple taking to ensure its AI endeavors are sustainable?
**Tim Cook:**
We are committed to becoming carbon neutral by 2030, and our commitment to renewable energy extends to our data centers. While AI requires significant resources, we’re constantly innovating to make our operations more efficient and eco-friendly. We believe technological advancement and environmental responsibility go hand-in-hand.
**Host:** Let’s talk about the Vision Pro headset. Initial sales figures have been lower than anticipated. What’s your perspective on the future of this ambitious project?
**Tim Cook:**
We view Vision Pro as a groundbreaking device that’s still in its early stages. Like any new technology, it takes time for the market to adopt and appreciate its potential. We remain confident in the future of augmented reality and believe Vision Pro represents a significant step forward in this domain.
**Host:** Another Apple icon, the iPhone, is approaching its 20th anniversary. What’s your vision for the future of the smartphone ?
**Tim Cook:**
The smartphone has become an essential part of our lives, and its evolution is far from over. We see continued innovation and new possibilities for smartphones in the years to come. The iPhone will continue to be a platform for creativity, communication, and connection.
**Host:** Apple’s decision to record keynotes instead of live presentations has been met with mixed reactions.
What influenced this shift, and how do you see it impacting Apple’s communication with its audience?
**Tim Cook:**
During the pandemic, we learned that audiences primarily access our events online. Recorded keynotes allow us to reach a broader audience and create a more polished and engaging experience. While
we miss the live interaction, this format allows us to tell our story in a more impactful and comprehensive way.
**Host:** Tim Cook, thank you for sharing your insights with us today. It’s clear that Apple remains committed to pushing the boundaries of technology while prioritizing ethical considerations and environmental sustainability.
**Tim Cook:**
Thank you. It was a pleasure being here.
