In an extensive interview with Wired’s Steven Levy, longtime Apple CEO Tim Cook recently gave candid answers to questions about everything from the iPhone 16’s new Camera Control button to Apple Intelligence, the company, and his own legacy. Although Cook didn’t exactly make an official statement, he also mentioned important details about himself.
Apple’s AI brand, Apple Intelligence, is spreading steadily across iPhones, iPads, and Macs, getting closer and closer to the system promised in the June WWDC 2024 keynote. While CEO Cook didn’t mention any new features during the interview, he did talk about his perspective on the fine line between technology being useful and taking over. Cook said that he thinks Artificial Intelligence is an assistant rather than doing something directly for you.
Will there be an Apple Intelligence Usage Fee?
Cook also has an interesting perspective on pricing for additional and perhaps more powerful Apple Intelligence AI features, and according to him, this discussion never took place on the Apple campus. ‘We never talked about charging for it,’ Cook told Levy. Of course, CEO Cook’s statement does not mean that there will be no such periodic charge. But since Apple and Cook liken Apple Intelligence to the multi-touch feature on the iPhone, it can be surmised that AI is probably seen as a feature that adds value to all of Apple’s other paid products and services.
Following the same approach as Apple on Vision Pro, Cook did not talk much about sales performance, but stated that he was optimistic about the future of the headset. Still, Cook seems to recognise that this expensive product is not for everyone: ‘It’s an early adopter product for those who want tomorrow’s technology today.’
Cook said that the developing ecosystem could be a sign that the product category is healthy and made some promising statements about the future. ‘Yes,’ Cook said when asked by Levy about Meta Orion and Snap AR glasses, which are lighter, more glasses-like wearables focused on AR experiences, and whether that was the future of Vision Pro: ‘There’s a progression over time in terms of what happens in form factors.’
When will Apple Ceo TIM COOK retire?
Cook also seems to be quite satisfied with his position at Apple and does not aim to leave the company anytime soon. Cook told Levy, ‘I’m not leaving Apple until the voice in my head says “It’s time,” I’m not going to do that.’ Cook also said he loves his job and can’t imagine his life without it.
