A first look at Apple's development plans: The CEO of the technology giant from Cupertino, Tim Cook, gave an interview with the American website WIRED where he detailed his vision for the company’s plans in the coming years. Among other things, Cook revealed his plans for artificial intelligence, commented on product failures like the Vision Pro glasses, and shared Apple’s strategies in the competitive tech market.
One of the central topics raised in the interview was Apple’s plans in the artificial intelligence field under the new brand Apple Intelligence. Cook emphasized that Apple is not rushing to launch new products without thorough consideration, even when the market is heated with competition. "We don’t believe that being first is necessarily better," he said. According to him, Apple prefers to develop solutions that provide real value and are easy to use.
Cook noted that Apple had quietly worked on its technologies for years, introducing new features like the creation of custom emojis and tools for generating images with artificial intelligence, while ensuring maximum privacy. Most AI computations are done directly on the user’s device, ensuring there’s no need to send sensitive data to the cloud. Cook emphasized that "there’s no need to sacrifice privacy to enjoy smart artificial intelligence."
Apple’s Vision Pro glasses, launched this year, received lukewarm reactions and sales were lower than expected. Cook defended the product, noting that it’s groundbreaking technology, but intended for advanced users and innovation enthusiasts. According to him, the success of such a product is measured not only by sales but by building an ecosystem of developers and new uses. "The glasses are the beginning of a journey," Cook said. "We are moving toward a future where technology will become lighter and more accessible over time."
Cook also shared his vision for the company’s future in healthcare. He said that Apple will be remembered in the future for its contribution to public health. "Looking ahead, I believe Apple’s greatest contribution will be in the medical field," he said. The Apple Watch, which began as a gadget for fitness tracking, has become an advanced medical tool with capabilities for monitoring heart rate, detecting atrial fibrillation, and even alerting users to sleep apnea.
Apple continues to explore and invest in new health technologies, including advanced hearing capabilities in AirPods intended to assist people with hearing loss. Cook noted that the goal is to make these technologies accessible to the general public and break the stigma surrounding traditional medical devices.
Cook also addressed significant decisions made during his tenure, such as the development of Apple’s dedicated silicon chips, which have given the company exceptional technological control. "We’ve always believed we should control the core technologies of our products," he said. Cook didn’t deny that there were projects that were less successful. He mentioned Apple’s smart car project, which was canceled after years of development, as an example of a strategy in which the company learns from mistakes and focuses its resources on more relevant areas.
Despite the impressive progress, Cook also faced questions about Apple’s long-term challenges, such as maintaining its position in the smartphone market and integrating AI into future products. He noted that the company does not view artificial intelligence as a replacement for existing products, but rather as a tool that can enhance and adapt them for the future.
"We continue to innovate and improve our products," he said. "The first iPhone and the sixteenth are completely different, and that symbolizes the technological progress we are committed to."