AI News
Apple CEO says the company doesn't 'want to ship AI for AI's sake'
Apple CEO Tim Cook has publicly addressed criticism about the company lagging behind competitors in artificial intelligence development. Rather than rushing features to market, Cook said Apple is taking a more deliberate approach, focusing on shipping AI tools that solve real problems for users instead of adding AI capabilities simply to keep up with trends. This statement comes as competitors like Google, Microsoft, and Meta have been rapidly deploying generative AI features across their products. Apple has been notably slower to integrate large language models and chatbot-style AI into its ecosystem, though it recently announced Apple Intelligence features coming to iPhones, iPads, and Macs. Cook's comments suggest the company views its measured pace as a strategic choice rather than a competitive weakness. The approach aligns with Apple's historical pattern of entering product categories later than rivals but with more refined, user-focused implementations. For a company often criticised for being late to AI, Cook is essentially reframing caution as quality control.
Apple's slower AI rollout means its devices and Siri will take longer to become major answer engines that recommend businesses—giving you more time to optimise for Google, ChatGPT, and Perplexity before Apple Intelligence becomes a channel you need to manage.