“Not first, but best,” Tim Cook shared about Apple’s AI strategy in a recent interview with the Wall Street Journal (WSJ) . The iPhone maker introduced the Apple Intelligence feature set at WWDC 2024.

While OpenAI launched ChatGPT in late 2022, Google, Microsoft and Meta followed with a series of chatbots, AI chips and AI software, "apple" remained silent.

Still, according to Cook, who has headed Apple since 2011, the company is looking to refine its AI toolset rather than rushing to follow the crowd.

“We’re perfectly fine with not being first,” he told the WSJ. “It turns out it takes a while to get really great. There’s a lot of tweaking. There’s a lot of detail to worry about. Sometimes it takes longer.”

“We would rather have that kind of product and that kind of contribution for people than race to be first. If we can do both, great. But if we can only do one, no problem. 100 people will tell you: The best is important.”

However, Apple Intelligence is also delayed: It won't be pre-installed on the iPhone 16, but will be released as a software update later this month.

Apple Intelligence brings many new features to iPhone 15 Pro and later, including the ability to understand and create images, language; edit, change voice tone, proofread dictation; create new emojis based on user descriptions. Siri virtual assistant also becomes more natural, personalized, allowing access to ChatGPT right on iPhone.

(According to QZ)