Apple, AI and Cook have dominated the headlines in the technology circle these days.
After the WWDC24 keynote speech, Apple CEO Tim Cook received a series of interviews, once again introduced Apple Intelligence in detail, as well as many details not mentioned in the press conference: Apple Intelligence is different, and OpenAI cooperation considerations, and also responded to the retirement rumors for the first time, as well as the candidates for the next Apple leader.
▲ Image from: Google
Aifaner summarized many in-depth dialogues, including the Washington Post and Marques Brownlee, a well-known technology blogger, to show you the blueprint of Apple in Cook's eyes, as well as his thoughts on the trade-off between AI and user privacy.
Apple's AI is somewhat different
Josh Tyrangiel： Compared with Artificial Intelligence, you choose to name it Apple Intelligence. Do you like this name (the abbreviation is also AI)?
Tim Cook： After filtering many alternatives, this name seems to be the most logical. At least for me, this is not an imitation of Artificial Intelligence. We just name it simply according to its actual function. The reason why we call it this way is that it is the Apple version of AI.
iJustine： Technically, machine learning has existed on devices for a long time, but I don't think you regard it as artificial intelligence, so now I think you are making it a common thing through Apple Intelligence.
Cook： Yes, we didn't really discuss it (new technology) as AI before. We are more focused on the benefits for users, and we have achieved this in our products, rather than talking about technology. But obviously, people want their devices to be more intelligent, so we are excited about the results.
Brownlee： I want to know how Apple defines AI, because I know that if you ask an ordinary person (this question), the answer is probably generative AI, chat robot and so on. So what do you think of AI?
Cook： (Actually) We have been using AI for a long time. It is at the place where you wear your watch. It is at the root of your watch. Such things as collision detection, fault detection and Afib (atrial fibrillation) are all machine learning in the final analysis.
But what inspires people's imagination is generative AI. We think it is a new opportunity to do more for people, act as our assistant, and really improve people's lives. This is our view.
But this is not without shortcomings, so we deal with it very carefully. As you have heard, we have always focused on privacy, so privacy is a very key principle for us to enter AI.
Efficiency and privacy, the "moat" of Apple's intelligence
Tyrangiel： What benefits will Apple users get from enhanced AI technology first?
Cook： I think the main thing is to save time. Things will become more efficient. Take Siri as an example. You can now talk to Siri. It can complete multiple steps at once, which may require multiple requests in the past.
About writing tools: Although not everyone uses email, everyone needs to write.
It is very important to have an assistant to help you proofread, whether it is to make the content more professional or more interesting. At present, privacy protection is also a major advantage.
People want to ensure that AI technology is both private and confidential. It is often difficult to have both, but we have found a compromise.
Brownlee： You once said that if AI can be used for evil things, we won't go that way. Has this changed now? Do you now have the right tools or restrictions to ensure (AI functions) go smoothly?
Cook： Generative AI has never been excluded, but we have been pursuing it in a thoughtful way. So we have implemented it in a way that is unlikely to cause problems, such as personal background and privacy.
We will not wait for the comprehensive privacy legislation to come into effect, because we have regarded privacy as a basic human right, which is the way we view it. In addition, we hope to integrate personal background and privacy at a deeper level, for example, they have been deeply integrated in the applications you use.
Brownlee： In this way, you can guarantee that no data will ever be sent to OpenAI without you.
Cook： Yes, you decide.
SuperSaf： What makes Apple Smart different?
Cook： The difference is that we have a personal background, so Apple Intelligence understands you and is related to you. It not only has world knowledge, but also is private. Therefore, the balance between personal background and privacy makes it very unique, and it is also integrated into the applications you have already used.
Moreover, Apple Intelligence is everywhere without your thinking: embedded in notes, embedded in emails, embedded in messages, embedded in pages and keynote speeches.
Challenge and confidence
Tyrangiel： How confident are you that Apple Intelligence will not miscalculate?
Cook： 100% cannot be guaranteed. But we have tried our best to do the best, including in-depth investigation of the maturity of the field in which we apply this technology. Therefore, I believe it will perform very well. But honestly, this is not 100% guaranteed. I would never claim that it is completely risk-free.
Brownlee： Do you think we will reduce the use of mobile phones due to the good operation of smart systems in the future?
Cook： I think it is possible, and very likely. We never intend to let people spend their lives on devices. Our model is: hope to empower you so that you can do things that could not have been done. We want to give you a tool so that you can use it to do things that could not have been done. This is our motivation.
So we have introduced functions like screen time to calculate the number of your notifications and so on. In case of anxiety, you can mute the phone and so on. So I believe that with the use of Apple's intelligence becoming more and more intelligent, you can even save a lot of time and spend it on things that really need time. I am very optimistic about this.
SuperSaf： What would you say to someone who is nervous and worried about AI?
Cook： First of all, we deployed it in a very thoughtful way. We spent a lot of time doing what we thought was right. I think AI really helps you. It is really your assistant, making your writing better, making your communication smooth, and making your chat more interesting through Genmoji. So I am optimistic about AI.
I know (at present) that there are many things to consider, but I will not bury my head in the sand. We have considered the landing plan of AI very carefully.
Joining hands with OpenAI, it is also controversial
Tyrangiel： Why do you think OpenAI and Sam Altman in particular are trusted partners and conform to Apple's values?
Cook： They have made some measures that I agree with in terms of privacy protection. For example, they do not track IP addresses and other privacy matters that we also attach great importance to. I think they are the leaders in this field. At present, they have the best models. I believe our customers occasionally need access to technology with a global perspective.
Therefore, we also have a comprehensive consideration of the partners. Obviously, our cooperation will not be limited to a fixed object forever. We are also working with other teams. At present, they are the most suitable choice, and they are also the most consistent with the interests of our users.
Brownlee： All data on the device (for users) is the safest way. However, there are some differences now. There are many larger models that require more complex requests. In fact, you must leave the device. The general discussion on the Internet is that they must send data to OpenAI to obtain requests from ChatGPT.
The arrangement of private cloud computing and OpenAI is two different things. We use the same hardware and software as iPhone 15 on the private cloud devices, so I believe we have achieved this with a secure, reliable and private private cloud computing device.
We really put a lot of effort into this matter, and we are going all out to ensure its (privacy and security) success.
About Cook, about the future
Tyrangiel： Douglas Adams, a science fiction writer, once said that the technology we had when we were young was part of the operation of the world; Any technology that appears between the ages of 15 and 35 is exciting and revolutionary, while technology that appears after the age of 35 is against the order of nature. You and I belong to the last category
Cook： My feeling may be deeper than yours!
Tyrangiel： As the CEO of the world's most successful technology company, do you think AI is strange, even unnatural?
Cook： I don't think so. I regard it as the inevitable result of innovation. Machine learning already exists, which is nothing new. The reason why it is regarded as new is that it is discussed everywhere, but it is not new in essence. You hope that relevant practitioners are thoughtful people and set some tracks in them. But I think the emergence of AI itself is an inevitable thing.
Tyrangiel： Do you feel happy working in the field of artificial intelligence?
Cook： I am keen to help people complete their work faster, better and more efficiently. I will be excited about any technology that can improve human survival. I think AI can achieve these goals. Of course, it needs to keep appropriate boundaries. Therefore, I support AI very much. I will not turn a blind eye to possible problems. Of course, I know that terrible things may happen, which is precisely why we remain prudent in the industry.
Tyrangiel： Since you became CEO, you have often talked about Apple's core values. Among all the products and software you are responsible for, does AI pose the greatest test to these values?
Cook： They were not tested. We made it clear from the beginning that "these are our values, and we cannot deviate from them."
We invested a lot of time and thought, and finally launched a product that we are proud of. We realized that due to the large scale of the language model, we need to do some operations outside the device, so we need to innovate on cloud technology. Fortunately, we can use existing resources, such as Apple Silicon, to achieve this.
▲ Image from: Google
iJustine： Looking back at your career and the state of Apple, as well as their incredible influence in the world of technology, how do you feel?
Cook： Our time is spent looking ahead, we seldom look back, and you can't find a museum here. People tend to focus on things next year or even 10 years later. When I joined Apple, I found that it was a company that really cared about others, providing people with tools to do things they could not do, and every day it was not. I am also honored to be here. This is my opinion.
Brownlee： Now there is a lot about who is the next heir? As the current CEO of Apple, what do you think your legacy should be?
Cook： For me, heritage is something that other people define when looking at you, not when you define yourself. Therefore, I usually focus on the front rather than looking back. This is also a feature of Apple. We are very focused on advancing. We may have many things you want to see and remember, but we just don't have them, which is not part of our culture.
At some point, there will be another CEO. The focus of my whole life will be to help them succeed.
*Original interview link:
https://www.youtube.com/watch?v=pMX2cQdPubk
https://www.youtube.com/watch?v=rx6O -3XUTQU
https://www.youtube.com/watch?v=W5X0x9zq5U0&t=2s
https://www.washingtonpost.com/opinions/2024/06/11/tim-cook-apple-interview/
