Tim Cook describes Apple’s AI as Apple Intelligence and notes that the company made a user-driven decision.
Tim Cook also discussed how Apple’s push into AI is centered on security and privacy.
Apple Intelligence is the one topic that has drawn everyone’s attention during the company’s Worldwide Developer Conference (WWDC). Despite the fact that Apple has clearly been a latecomer to the AI revolution, CEO Tim Cook offers an alternative justification. A recent interview between the CEO of Apple and well-known YouTuber Marques Brownlee, or MKBHD, was conducted. Cook, 63, talked extensively about a variety of topics, including privacy and security, generative AI, and Apple’s approach to AI.
Since Apple has been purposefully avoiding using the term in any of its demos or presentations, the host specifically requested Cook to define AI at the outset of the conversation. Cook disclosed that Apple has long been disclosing AI.
It is located at the watch’s base. At its core, machine learning underlies the detection of crashes, falls, and conditions such as AFib. However, Cook noted that generative AI has drawn attention. He went on to say that Apple saw it as a chance to introduce a completely new technological frontier and offer more products to consumers, such as a personal assistant that makes their life easier. “We take a very deliberate approach to it, with privacy at the center of our AI push,” he said.
Apple debuted Apple Intelligence, a vast array of features within its purview, at WWDC 2024. In response to a question about why the product was first dubbed Apple Intelligence, Cook explained that the business usually discusses the advantages for the customer rather than the technology involved. But he added that as time went on, it became evident that people were curious about Apple’s thoughts on generative AI, which is why the company adopted the technology and dubbed it Apple Intelligence.
Apple demonstrated how privacy and security were at the core of Apple Intelligence throughout the two-hour speech, supported by the business’s in-house Private Cloud Compute (PCC). Cook was asked to describe how PCC handles increasingly sophisticated requests from AI, which necessitate greater processing power.
According to Cook, the PCC is just as safe and secure as the device because it makes use of Apple’s semiconductor architecture. “You can utilize a big language model like ChatGPT for world information outside of your own context, but you have to choose carefully each time. Without the express permission of the user, no data is shared to OpenAI,” he stated.
As the interview went on, Brownlee also brought up the recent issue regarding stand-alone AI products. He questioned Cook about his prediction that, given the effectiveness of AI, fewer people would use phones in the future. The CEO responded by stating that there is a good chance. According to him, Apple has never been driven by a desire for users to live their entire lives on its products.
“Our model does not require participation in order to function. With our model, we hope to give you the power to accomplish things that would otherwise be beyond your reach. We want to give you a tool so that you may accomplish amazing feats that you would not be able to accomplish without it. That inspires us, he remarked. Cook thinks that as Apple Intelligence advances, customers will require even less time to complete tasks that previously took more time.
