Tim Cook on AI, Privacy, and Apple's Vision for the Future [Video]

In a new WWDC 2024 interview with Marques Brownlee, Apple CEO Tim Cook shared insights on how the company is leveraging AI across its product range.

Cook emphasized that AI has long been a part of Apple's technology, stating, "We've been executing with AI for a long time. It's at the root of the watch. You think about things like crash detection, fall detection, things like AFib, and all of this kind of stuff is machine learning at the end of the day."

However, he noted the increased demand for generative AI capabilities, saying, "What has captured people's imagination is generative AI, and we see it as the opportunity for a whole new curve of technology and providing an assistant for people, things that really improve people's lives." Apple has made the decision to embrace this technology and call it 'Apple Intelligence'.


Cook highlighted the company's use of private cloud compute for handling complex AI models, ensuring data privacy. "We believe that we've done it in such a way that it's as safe and secure and private in the private cloud compute as the device."

Discussing device usage, Cook remarked, "Our model is not one that needs engagement to succeed. Our model is one where we want to empower you to be able to do things you couldn't do otherwise. We want to give you a tool so you can do incredible things that you couldn't do without the tool."

When asked about his legacy, Cook commented, "I don't think about it. To me, a legacy is something that is defined by other people looking at you, not something that you define yourself. I typically am always focused on the forward, not the rearview mirror."

Cook expressed optimism about the future, saying, ""As things get smarter and smarter with Apple Intelligence... things that were taking more time, will take less time now. I think that opportunity exists." He added, "For us, we've never been motivated for people to spend their lives on their devices. Our model is not one that needs engagement to succeed. Our model is one where we want to empower you to be able to do things you couldn't do otherwise."


Take a look at the video interview below!