The race to dominate artificial intelligence is in full swing, and many believe that Apple has arrived late. Apple’s CEO, Tim Cook, has four words for those who wish for more from the company’s pace of innovation: “Not first, but best.” These four words, according to Cook, summarize the philosophy that has guided Apple for decades and continues to shape its approach towards AI and other future innovations.
Not first, but better
In an interview with The Wall Street Journal, Cook delved into this idea, explaining that Apple’s priority is not to be the first to adopt new technologies, but to be the best at implementing them. For him, the true key lies in offering products that genuinely improve people’s lives. “If we have to choose between being the first or being the best, the answer is clear: we will always strive to be the best”, Cook stated.
This approach has been a constant in Apple’s history. The company was not the first to launch a smartphone, a digital music player, or wireless headphones, but in each of these cases, it redefined the market with products that made a difference. Now, with the launch of Apple Intelligence, Cook claims that history is repeating itself.
Although some may consider that the arrival of Apple Intelligence is late, Cook disagrees. According to him, this technology has the potential to profoundly transform our lives. Cook already mentioned while strolling through Central Park talking about hot dogs, how he has started using Apple Intelligence to summarize the thousands of emails he receives from customers every day.
For Apple’s CEO, AI is not just another tool, but a technology that will completely change our interaction with our devices in the same way the iPod and iPhone did in their time. “I believe we will look back and see that Apple Intelligence was one of those turning points that put you on a new technological curve.”
Apple Vision: a long-term bet
A recent example of how Apple does not rush to launch products, but rather focuses on quality and long-term vision, is the Apple Vision Pro. In the interview, Tim Cook mentions that, despite being a product aimed at a very specific audience due to its high price, he believes it has the potential to become a long-term success.
“It is a product for those who want tomorrow’s technology today,” he commented, acknowledging that, as was the case with the iPhone or AirPods, its success will not be immediate, but time will prove its value.
It is natural that as users we want to have the latest news today. We talk about Apple Intelligence, but also about next year’s iPhones, and much more. This is where companies must shape their strategy and take the right steps, and in this field, Cook remains firm in his philosophy: quality and long-term innovation always prevail over speed. For Apple, the important thing is not to be the first to arrive, but to be the best in what it offers, and with Apple Intelligence, the company is ready to make a difference in all our lives.
