Apple made a presentation with great fanfare last June of its Apple Intelligence functionality. Behind this name intended for marketing is the Apple brand’s response to the artificial intelligence developments that have flourished at Google, Samsung and the entire market in recent months.
In a recent interview with The Wall Street Journal, Apple CEO Tim Cook recognizes that the company is not the first to position itself in the artificial intelligence market. A position that he assumes, ensuring that Apple is however the company that offers “the best” service for the customer.
Apple does not seek to be first
Returning during the interview to the race for artificial intelligence in recent months among his competitors, Cook wanted to defend his company. He assured that if Apple was behind in the face of these direct adversaries, it was because the brand wanted to “do things right”. There was no question of releasing a feature first, simply to get a head start.
Cook wanted the feature, when it became available, to be as complete and useful as possible. A reflection that ultimately follows Apple’s DNA. The apple brand has never sought in its history to be the first on a market. Smartphones existed before the iPhone, tablets before the iPad, wireless headphones before AirPods, and yet…
Every time Apple positions itself in a market, it takes a strong position. Tim Cook hopes to have succeeded in following the same recipe with artificial intelligence. We shouldn’t have to wait too long to find out, the big launch of Apple Intelligence on compatible iPhones, iPads and Macs is planned for next week.
Can Apple Intelligence convince us ?
The question is therefore, as Tim Cook assures us, whether Apple Intelligence is the “best” artificial intelligence solution available on the market. The Apple boss is convinced of this and during the interview he explains that he has integrated several features into his daily life.
Tim Cook particularly uses the automatic summaries offered on his iPhone to read his notifications more quickly. If the boss of the apple knows that this change of habit will not be obvious to everyone, “it will happen, one day or another” he assures.
Very confident in the potential of his technology, Tim Cook nevertheless recalled that the Apple Intelligence functionality was going to be deployed step by step, like a soap opera. It should keep us in suspense all year long, with the first options available at the end of the month.
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