Tim Cook believes AI is the future of smartphones, sees "enormous opportunity" for Apple

In a lengthy interview for the Washington post, Apple CEO Tim Cook opened up about the company's products and his leadership role quite unlike other times. From speaking about Jobs's passing in a soft, mournful tone – "I had convinced myself he would bounce" – to reflecting on Apple's diminished presence in the smartphone industry – "A privilege, not a problem," and the peculiarities of his job – "A lonely job" – the interview is full of interesting moments and well worth the thorough read.

Cook confidently handled the difficult question of Apple's strategy for moving forward considering the iPhone, its main revenue source, is holed up in an industry growing stale. Noting smartphones's unique "one-to-one" ratio of people-to-product, he described the mobile market as the "greatest from a consumer electronics point of view" and offered a peek into his vision for the future.

"AI will make this product even more essential to you," said Cook, adding that this "level of performance is going to skyrocket, and there's nothing that's going to replace it in the short or in the intermediate therm." Admitting that the "global economy is not that great right now," the CEO is confident that the smartphone market is "the best market on earth" and sees "enormous opportunity." "Over time, I'm convinced every person in the world will have a smartphone." – claimed Cook.

Reflecting upon his succeeding of Steve Jobs, Tim Cook bluntly stated that the late CEO "is not replaceable by anyone." and Cook never saw himself playing this role, as it would have been "a treacherous thing" if he had tried to do it. He also opened up about the day Jobs died, saying it was "sort of the worst day ever" as he had convinced himself "that Steve would bounce, because he always did."

Questioned about his stance on augmented and virtual reality – emerging trends in the consumer electronics market – Cook said AR is "extremely interesting" and it's "something we're doing a lot of things behind the curtain."

He's also a big believer in Siri's potential for helping consumers with its evolving prediction capabilities. "Siri has gotten a lot smarter about that," Cook praised the voice assistant, recalling its abilities to fill in e-mails. "recognize faces in photos and put those into the modern equivalent of a photo album," or remind users where they parked. He believes things like that "really make a difference to people" and feels proud of protecting their privacy as the information processing is happening on the device itself.

Cook finished the interview on a high note, boasting that Apple has ramped up its R&D spending because it's "heavily investing in the future" and concluding that he's "got the best job in the world." Right on, Mr. Cook!

The full interview is available in the source link below. If you are passionate about technology at all, you really shouldn't miss it!

source: Washington Post



1. Jimrod

Posts: 1605; Member since: Sep 22, 2014

"Hey Siri, why bezels, bumps and generally s**t design for the iPhone 7"? "Hi Jimrod, because, you know, Tim Cook... Jony Ive...".

6. Iodine

Posts: 1497; Member since: Jun 19, 2014

So you have an smartphone without bezels and humps ? And btw, in Apple terminology design is also how that thing works, internal, how efficient it is and so on. So how can you judge based on few images ? The design will be top end for sure. And people just hate, without actually noticing that those images might imply Apple has improved on the things that they disliked the most last time.

9. Jimrod

Posts: 1605; Member since: Sep 22, 2014

I own an iPhone 6, I've owned iPhones 3G, 4 and 5 before, I also own an iPad 2. I don't own an Android device. I'm not hating, the iPhone 3G, 4 and 5 were great designs, iconic designs, the 6 wasn't - ergonomically flawed (edges too rounded - more slippery and uncomfortable in-hand, power button opposing volume buttons meaning you press both together), visually compromised - awkward camera placement and antenna bands, "hump". The 7, based on leaks continues where the 6 left off. It's not great design, sorry but it's not - even Huawei and Meizu are now styling their "copycat" phones better. I'm an industrial designer by trade, Apple WERE the best, they aren't any more, I want them to be, but the iPhone 7 won't be the device to turn that ship. Everything is pointing to it being an intermediary model for the real new design in the iPhone 8.

10. trojan_horse

Posts: 5868; Member since: May 06, 2016

The iPhone's camera placement is the most awkward desing, IMO. I won't use a phone with a camera not placed at center, unless it isn't my daily driver.

13. AlikMalix unregistered

I'm the same as you jimrod - love the built quality of the 6/6s, but hate that camera hump. Hated it on android devices, and I hate it on iPhone. Antena lines don't bother me, but the salmon pink (sorry, rose gold, lol) color is ugly. The top and bottom bezels didn't bother me until recently when Samsung and and few other manufacturers have smaller top and bottom bezels - I just want a better screen to body ratio and a flat back!!!

17. vincelongman

Posts: 5745; Member since: Feb 10, 2013

Agreed on those Also I'd like the camera to be more centered So there's less chance of me accidentally putting my finger in the way And a higher "battery to body ratio" e.g. Moto Z Force is 155.9 x 75.8 x 7 mm and has a 3500 mAh battery iPhone 6S Plus is 158.2 x 77.9 x 7.3 mm and has a 2750 mAh Both applies for many Android phones too, e.g. Nexus phones

23. AlikMalix unregistered

Sure that's fair. But keep in mind the forcetouch feature makes the screen thicker, and right now - I will take forcetouch any day over a couple extra hours of battery. My phone does last thru the day (unless I play games like AfterPulse and RR3). But I cannot use a device without forcetouch - specially selecting text and moving the cursor with the keyboard. Previewing images either in phone, within texts, share menu, or on the web. Previewing info, webpages, see what's inside the email, inside text thread, playing games with FT is a completely different experience. There's more, but you get the point.

24. vincelongman

Posts: 5745; Member since: Feb 10, 2013

Forcetouch adds like a mm of thickness The 6 Plus was 158.1 x 77.8 x 7.1 mm with 2915 mAh battery Still less than the Z Force, while being bigger and thicker The difference is more to do with design choices in the internal layout 6S Plus internal layouthttps://d3nevzfk7ii3be.cloudfront.net/igi/a2t6RmO2PR1EKvNX Moto X Force internal layout, this one is 9mm with a 3760 mAh battery, I couldnt find one of the Z Force, proabably like the X Force but slightly smaller batteryhttps://cdn0.vox-cdn.com/thumbor/648BSVPKf3EjDOjmtGAuzMWFZIQ=/cdn0.vox-cdn.com/uploads/chorus_asset/file/4014740/vs08-30_0648cxs.0.0.png Moto has the highest "battery to body ratio" of all the OEMs

31. AlikMalix unregistered


34. vincelongman

Posts: 5745; Member since: Feb 10, 2013

BTW forgot to mention the Moto Force phones have shatter shield Which is probably a similar thickness to forcetouch That being said, I still can't wait for forcetouch to be in more phones

2. ibend

Posts: 6747; Member since: Sep 30, 2014

Siri isn't an AI

3. IT-Engineer

Posts: 568; Member since: Feb 26, 2015

The apple has fallen way away from the tree.

4. Chuck007

Posts: 1412; Member since: Mar 02, 2014

So that they'd be able to extract even more information from us just for the sake of entertainment. Yup that's the future for ya.

5. AlikMalix unregistered

Like Google Now does now? (Yes I wrote that correctly - "Google Now" is a complicated name to use in a sentence)

28. VZWuser76

Posts: 4974; Member since: Mar 04, 2010

Like Google Now currently does? FTFY

29. Chuck007

Posts: 1412; Member since: Mar 02, 2014

I know that's why I said "even more information".

7. Iodine

Posts: 1497; Member since: Jun 19, 2014

Hmm where this AI craze is going.... ?

8. ibend

Posts: 6747; Member since: Sep 30, 2014


11. trojan_horse

Posts: 5868; Member since: May 06, 2016


12. Canaan

Posts: 351; Member since: May 25, 2014

The Borg.

16. AlikMalix unregistered

I voted for skynet - it's the most likely to happen given where Google and Apple are with their AI.

35. Canaan

Posts: 351; Member since: May 25, 2014

I mentioned the Borg because the proponents of the Singularity (which is believed to occur by 2045) think a possible outcome could be humans becoming immortal cyborgs; though the terminator scenario has also been considered. This is a good article on the discussion, the man who's been popularizing the movement is currently a director of one of Google's departments. 2045: the year man becomes immortalhttp://content.time.com/time/magazine/article/0,9171,2048299,00.html

18. RebelwithoutaClue unregistered


21. AlikMalix unregistered

That's where only Apple and cortana may lead (not Google Now, I meant later in the future, not now - it's just the name for Google's AI "Google Now" [stupid name]) Siri has a pesonality, albeit, still in its infancy, but nevertheless quickly developing. Cortana has a voice too, Google now is just a glorified search engine.

25. RebelwithoutaClue unregistered

Only popped to mind because of the Will Smith movie. While I disagree that GN (yes it's a stupid name) is a glorified search engine, since it allows interaction with your phone as well (plan events, make calls,etc), it does lack a personality. Which is actually weird, since Google is pretty far when it comes to AI, natural language processing and neural networking. Have you seen the movie Ex Machina? Made me think of Google (and Steve Jobs)

30. DnB925Art

Posts: 1168; Member since: May 23, 2013

Yup as of now Google DeepMind and the AlphaGo project have not really been integrated into Google Now, yet. But once, it does, it will make Google Now VERY powerful. I think it has the potential to be one of the best virtual assistants once those get integrated. But even now, Google Now has been adding a lot more functionally where it does a lot more than just being a glorified search engine since it actually does know me somewhat (take it for what it's worth about Google collecting info about me, but we're not going to argue about Google's info collection whether it's good or bad or an invasion of privacy, yada yada yada). I don't have to search for info as it serves them up to me. When I'm at a new location, it will tell me what's interesting in the area that pertain to my interests (sites to see, places to eat, etc.) without even having to ask it. There are many other functions I do enjoy with it, all without asking Google Now, it just gives it to me. To me, it is much more than search because search requires giving input to get an output.

14. Kumar123 unregistered

I agree with Cook about the future of smartphone but Apple is lagging (and Samsung is legging behind even more than Apple) in the A.I. game and Google is going way ahead . I hope the recent A.I. firm acquisition paid off for Apple.

15. AlikMalix unregistered

Kumar, up to this point and foreseeable future Apple is trying for Siri AI to be able to respond with queries without the need to store massive amounts of personal data about the user. Apple is limiting siri to only use information it finds on your device (which you can designate for Siri to access or not to access) and information you provide Siri manually about yourself within your own contacts info - that's pretty much it!!! It's an attempt to make real AI to assist without compromising anything private. Google's Google Now (I hate that name), uses not just the info on your phone, but all the massive database that Google has been building on you on their servers and snooping thru your emails (Google has disclosed that they read your emails). I'm not saying one is wrong the other is right, but making an AI learn to assist without compromising personal data is A LOT MORE difficult than you think. Many inside Apple have voiced their opinion against such an attempt (research it). Currently the only way that Apple can easily catch up or even surpass Google's Google Now when it comes to AI recognizing what info to "guess" is to simply allow collection and accumulation of personal data and let Siri access it. Once again, this is where " think different" attitude is misunderstood by so many on these forums.

19. Jimrod

Posts: 1605; Member since: Sep 22, 2014

As much as Siri gets criticised I use it often and it generally works perfectly - If I ask general questions such as "How much is 14lbs in Kilo's?" or even something like "How tall is Tom Cruise?" it answers straight away, faster than I could go into a web browser, type it in and look it up from a locked phone.

22. AlikMalix unregistered

Wanna stomp an android freak? I ask Siri where my daughter or wife is - and wait for them to do that with Google Now. Or before Google copied it - teaching Siri who everyone on your contact list is: "Siri, James Smoth is my uncle". "Or call my uncle" and if she doesn't know she'll ask who it is. If you really like how cortana has a place where you add your info, like grocery store or locations you like: Siri has had that since the beginning: you can add any field your want in your contact info or your sisters contact info, or your friends contact info - Siri is programmed to access any info on your phone. Adding more infor to contacts (including custom fields) will let Siri know more about you and people you know. ---- You can add anything there for Siri to aye later based on what you ask. Reminders are golden to set up with Siri, especially after you added all the locations you prefer. " Siri remind me to grab nails at Home Depot" she just sets a location based reminder. I use Siri to find apps in the App Store. Find emails, find text, find notes (I have millions of notes), call, FaceTime, text, reply, share location, find others location, change phone settings, open certain settings menu, man the list just goes on. And I know there are gonna be idiots that gonna say "it's stupid to talk with your phone" well you can just turn your phone to viabrate and Siri will not give an audio response - just bring up info and execute command without a pip (or completely turn off audio feedback all together. Man once you dig in Siri really has been vastly evolved over the old voice assistant (which you can get back if you turn off Siri.

Latest Stories

This copy is for your personal, non-commercial use only. You can order presentation-ready copies for distribution to your colleagues, clients or customers at https://www.parsintl.com/phonearena or use the Reprints & Permissions tool that appears at the bottom of each web page. Visit https://www.parsintl.com/ for samples and additional information.