Tim Cook reveals the long journey of ‘Apple Intelligence’ since 2017

Apple CEO Tim Cook: the development of Apple's artificial intelligence technology Apple Intelligence has started since 2017. (photo: x @metacom79)

JAKARTA Apple CEO Tim Cook revealed that Apple's development of artificial intelligence technology, now known as "Apple Intelligence", has started in 2017, coinciding with the opening of Apple Park. In an interview with Wired, Cook said that AI did not appear suddenly, but developed gradually.

"I'm not going to say there's a aha moment. It's evolving like a wave," Cook said. In 2017, we've put neutral engines into our product. At that time it was clear that AI and machine learning would be big. We realized that this would open up a new era for our products.

In 2018, Apple recruited Google's AI chief, John Giannandrea, who later brought AI to various aspects on Apple. However, only in 2024 will Apple officially introduce "Apple Intelligence" at WWDC, which debuts with features on iOS 18.1 and will continue to grow to iOS 18.2 and beyond in 2025.

Cook insists that Apple always prioritizes user privacy in AI innovation. "We want to innovate in a personal and private way," he said. There are no plans to charge for using Apple Intelligence. We never discussed that. We see it like multitouches, which revolutionize smartphones and modern tablets.

Cook also emphasized that Apple Intelligence is not to replace humans, but to help them work better. "Still comes from you", he said. He compared it to the Logic Pro that helps musicians create music, but still makes them the main creators.

Collaboration at Apple ParkCook also praised Apple Park's positive impact on collaboration between employees. There are so many places here where you can meet unexpected people at a coffee bar, or outside while walking.

Although he once stated that he would resign within 10 years, Cook is now reluctant to give an exact time limit. "I will do it until the voice in my head says 'this is the time,' and then I will focus on the next round.'

However, Cook admits that it's hard to imagine living without Apple, given his journey with the company since 1998. "My life has been tied to Apple. This is the majority of my adult life, and I love him," he concluded.

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