Apple Intelligence is “not first, but best” Tim Cook says

Apple CEO Tim Cook, in a recent interview, addressed criticisms about the company’s perceived delay in adopting artificial intelligence. Speaking with Ben Cohen of The Wall Street Journal, Cook outlined why Apple has taken its time in rolling out AI features.

Apple Intelligence: “Not first, but best”

Competitors like Google Gemini and OpenAI’s ChatGPT seem to be speeding ahead in the race for AI dominance. Even Anthropic’s Claude is now on iPad. Then there are Mistral, Meta AI and more…

“There is one idea that encapsulates the approach to innovation that makes all of it possible,” Cook said. “Not first, but best.” This philosophy, he explained, has been central to Apple’s development process, whether it’s AI or other innovations. “If we can only do one, there’s no doubt around here. If you talk to 100 people, 100 of them would tell you: It’s about being the best.”

As the iPhone 16 launch spotlighted Apple Intelligence, many industry insiders and critics have noted the company’s relatively late entry into AI compared to competitors. However, Cook pushed back against this narrative, insisting that Apple’s deliberate pace is intentional.

Cook elaborated that Apple Intelligence will bring transformative changes for users: “Profoundly different,” he said, comparing the AI advancement to revolutionary Apple innovations like the iPod’s click wheel and the iPhone’s touch interface. “I think we’ll look back and it will be one of these air pockets that happened to get you on a different technology curve.”

Cook also touched on Apple’s Vision products (Image credit) Vision Pro: A long-term bet

Cook also touched on Apple’s Vision products, acknowledging that the $3,500 Vision Pro is currently a niche item. He admitted that it’s primarily an “early-adopter product” at this stage, designed for users who want to experience tomorrow’s technology today. “At $3,500, it’s not a mass-market product,” he said. “Right now, it’s an early-adopter product. People who want to have tomorrow’s technology today—that’s who it’s for. Fortunately, there’s enough people who are in that camp that it’s exciting.”

Despite its limited reach now, Cook is confident in its long-term potential, noting that other iconic Apple products, like the iPhone and AirPods, didn’t achieve success overnight. “It doesn’t occur overnight. None of these did.”

Cook’s remarks reflect Apple’s long-standing philosophy of focusing on creating the best products, even if it means not being the first to market.

You will decide if Apple Intelligence (can’t still digest this nomenclature) is “not first, but best.”

Featured image credit: Apple