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Hello Reader,
Tim Cook reveals Apple's present & future in WIRED's The Big Interview.
Here’s what YOU NEED to know 👇🏻
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Q. When did you first understand generative AI was going to be a very big deal?
A. I wouldn’t say there was an aha moment. It built like a wave, or like rolling thunder. Back in 2017 we built a neural engine into our products. It was already apparent that AI and machine learning were huge. It became obvious that we had to divert lots of people to it, that it would be a new era for our products.
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Q. Steve Jobs instructed you not to imagine what product decisions he would make, but to do what’s best. Still, considering how much he hated buttons. Did you look skyward and apologize to him for adding a button to the iPhone 16?
A. I don’t know what Steve would have thought. Of course, I worked with him a long time and have my own views. But what has happened is that people have been taking so many pictures and videos with the iPhone, it was important to make it simple and elegant for them. So important that it merited the camera control.
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Q. Let’s talk about your wearable display, the Vision Pro. Reports are that it hasn’t sold at the level that you folks expected. What happened?
A. It’s an early adopter product, for people who want tomorrow’s technology today. Those people are buying it, and the ecosystem is flourishing. The ultimate test for us is the ecosystem. I don’t know if you’re using it very much, but I’m on there all the time. I see new apps all the time.
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Q. Meta and Snap are leading us to mixed-reality glasses that we’d wear continually. Is the bigger, heavier Vision Pro ultimately headed that way?
A. Yes, it’s a progression over time in terms of what happens with form factors. AR is a huge deal. With Vision Pro, we've progressed to what is clearly the most advanced technology we’ve ever done, and I think the most advanced technology in the world in terms of electronics problems. We’ll see where it goes.
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Q. Apple plans to give AirPods the ability to correct for hearing loss. I bet the makers of expensive hearing aids are freaking out.
A. It’s not about competing against hearing aids on the market. It’s about trying to convince people who have hearing loss to use their AirPods. The vast majority of people with hearing issues have not been diagnosed. For some people, hearing aids have a stigma, and we can counter that with AirPods. And we can have people diagnose themselves. It’s the democratization of health.
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Q. You just announced the iPhone 16. How long can this string go—will there be an iPhone 30? Won’t some AI device replace them soon?
A. We see the smartphone lasting a very long time. There will be more innovation. And obviously you look at the first iPhone that shipped versus the iPhone 16, they’re totally different, right?
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Q. You mention the Steve Jobs Theater, which was designed with product keynotes in mind. Now you launch products with pretaped videos. Will you ever go back to live presentations?
A. During Covid we learned the audience is primarily online. Very few people can fit in the theater, and we wanted to have more people engaged in the announcement itself. You can do that a lot more productively on tape than you can live because of the transitions on stage and so forth.
Q. But don’t you miss the vibe of a live keynote?
A. I do miss it. I do miss it.
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Q. How long do you see yourself as CEO of Apple?
A. As I age, as my hair turns gray. I love this place, Steven. It's a privilege of a lifetime to be here. And I'll do it until the voice in my head says, “It's time,” and then I'll go and focus on what the next chapter looks like. But it's hard to imagine life without Apple, because my life has been wrapped up in this company since 1998. It's the overwhelming majority of my adult life. And so I love it.
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Do you think these were tough questions for a tough man?
And here’s a fun question for you: What would you ask Tim Cook if you had the chance to interview him about Apple’s future?
Hit the reply button and let us know 😉
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You can read the ENTIRE interview from WIRED here. |
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