Interview Quotes

Apple's Definition and Approach to AI

"How do you look at AI as Apple?"

— SPEAKER_02 • 00:03:14

"Well, we've been executing with AI for a long time. It's that you're wearing a watch. It's at the root of the watch. I mean, you think about things like crash detection, fault detection, things like AFib, and all of this kind of stuff is machine learning at the end of the day. And so, but what has captured people's imagination is generative AI. And we see it as the opportunity for a whole new curve of technology and providing and doing more things for people, providing an assistant for people, things that really improve people's lives."

— SPEAKER_00 • 00:03:30

"And so, we decided to embrace it and called it Apple Intelligence."

— SPEAKER_00 • 00:06:18

"Generative AI was never off the table. It was always about pursuing it in a thoughtful kind of way. And so that's what we've done, and we've implemented it in ways that are less likely to create issues."

— SPEAKER_00 • 00:07:33

"And so we're not waiting for a comprehensive privacy legislation regulation to come into effect. We already view privacy as a fundamental human right. And so that's the way we, that's the lens that we see it at."

— SPEAKER_00 • 00:08:21

Private Cloud Compute vs. OpenAI

"Well, there's Private Cloud Compute and then there's the arrangement with OpenAI. These two things are different."

— SPEAKER_00 • 00:09:55

"And so if you look at Private Cloud Compute, we're utilizing the same silicon, not the same silicon, but the same basic architecture as the silicon that's in the, well, that's in the iPhone."

— SPEAKER_00 • 00:10:17

"And so we believe that we've done it in such a way that it's as safe and secure and private in the Private Cloud Compute as the device."

— SPEAKER_00 • 00:10:46

"If you're working on something that requires world knowledge, so you're out of the domain of personal context and so forth, then you may want to go and use one of the large language models that are on the market. And we selected what we feel is the best one with OpenAI and ChatGPT."

— SPEAKER_00 • 00:11:07

"So you can guarantee that there will never be any data sent to OpenAI without your explicit user."

— SPEAKER_02 • 00:11:40

"That's right. That's right. You decide."

— SPEAKER_00 • 00:11:44

The Future of Device Usage and Apple's Philosophy

"Do you think there's a potential future where we're using our phones less because of how well the intelligence works?"

— SPEAKER_02 • 00:13:17

"I think it's a possibility and a significant possibility. I mean, for us, we've never been motivated for people to spend their lives on their devices. Our model is not one that needs engagement to succeed."

— SPEAKER_00 • 00:13:26

"Our model is one where we want to empower you to be able to do things you couldn't do otherwise. Sure. We want to give you a tool so you can do incredible things that you couldn't do without the tool. That's what motivates us."

— SPEAKER_00 • 00:13:46

"And so I do believe that as things get smarter and smarter with Apple intelligence, that you can even take things that were taking more time will take less time now."

— SPEAKER_00 • 00:14:58

Legacy and Future Leadership

"What do you feel like your legacy as CEO at Apple should be?"

— SPEAKER_02 • 00:15:34

"Yeah, Marquez, I don't think about it. And so, to me, a legacy is something that is defined by other people looking at you, not something that you define yourself."

— SPEAKER_00 • 00:15:40

"And so, and I typically, I'm always focused on the forward, not the rear view mirror. And that is a characteristic of Apple in general, is we're very focused on the forward."

— SPEAKER_00 • 00:15:53

"And so, I feel the same way personally. At some point, there will be another CEO, and my whole focus in life will be on making them successful."

— SPEAKER_00 • 00:16:13

Retrospective on Apple Products

"Number one, MacBook Air. It had that iconic moment of taking it out of the envelope on stage. It's the most popular laptop in the world, I think."

— SPEAKER_02 • 00:17:32

"It's the most popular in the world, and that moment of taking it out of the folder established a characteristic about that device that lives today."

— SPEAKER_00 • 00:17:43

"The iPad? Oh, wow. You know, tablets had been in the market for a long time. Our objective is never to be first. Our objective is to be best."

— SPEAKER_00 • 00:18:27

"The iPhone? Oh, my God. It changed the world. It definitely changed the world. It changed the world."

— SPEAKER_00 • 00:19:28

"The app store came a year later, and that changed everything in the developer community. Because now I meet with students, every WWDC, and they give me such great inspiration."

— SPEAKER_00 • 00:20:04

"Last but not least, Vision Pro. Oh, I love Vision Pro."

— SPEAKER_00 • 00:20:58

"And what we're seeing is that half of the Fortune 100 is now buying Vision Pro for some project or the other or exploring it."

— SPEAKER_00 • 00:21:56

"And, you know, I lost both of my parents before Vision Pro came out. And being able to go back and look at those photos differently is something that, you know, it's an experience you can't replicate."

— SPEAKER_00 • 00:23:04