Tim Cook explains why Apple calls its AI Apple Intelligence, says decision was user-driven

Tim Cook also spoke about how privacy and security are at the centre of Apple’s thrust into AI.

The Apple Worldwide Developer Conference (WWDC) is currently in progress, and one particular topic has captured widespread attention: Apple Intelligence. Despite Apple’s delayed entry into the realm of AI, CEO Tim Cook offers a unique perspective on the matter. Recently, Cook engaged in a discussion with renowned YouTuber Marques Brownlee, also known as MKBHD, shedding light on Apple’s stance on AI, generative AI, privacy, security, and more.

At the outset of the interview, the host inquired about Apple’s definition of AI, noting the conspicuous absence of the term in the company’s demos and presentations. Cook explained that Apple has long embraced AI, contrary to popular belief.

“It’s intrinsic to the essence of the watch. Consider features like crash detection, fall detection, and AFib detection—all powered by machine learning. However, what truly ignites people’s imaginations is generative AI,” explained Cook. He emphasized that Apple views this as an avenue for pioneering a new frontier in technology and offering users enhancements such as an assistant that enriches their daily lives. “We approach this with careful consideration, prioritizing privacy as a fundamental principle in our AI endeavors,” he added.

During WWDC 2024, Apple unveiled its AI initiative under the name “Apple Intelligence,” encompassing a range of functionalities. When questioned about the branding choice, Cook explained that Apple traditionally emphasizes the user benefit rather than the underlying technology. However, he noted that as interest grew in Apple’s perspective on generative AI, the company embraced the concept and branded it as “Apple Intelligence.”

Throughout the extensive two-hour keynote, Apple underscored the pivotal role of privacy and security within Apple Intelligence, leveraging the company’s proprietary Private Cloud Compute (PCC) infrastructure. As AI advances, generating increasingly intricate demands necessitating enhanced compute capabilities, Cook was prompted to elucidate how PCC manages these requirements.

Cook emphasized that PCC leverages Apple’s silicon architecture, guaranteeing a level of safety and security equivalent to that of the device itself. “When accessing world knowledge beyond personal context, users may opt to utilize a large language model such as ChatGPT, with each decision made consciously. No data is transmitted to OpenAI without explicit user consent,” he clarified.

As the interview unfolded, Brownlee raised the topic of the recent decline in stand-alone AI devices’ prominence. He inquired whether Cook envisioned a future where phones would diminish in importance due to AI’s effectiveness. In response, the CEO acknowledged the likelihood of such a scenario. He emphasized that Apple has never aimed to encourage excessive device usage, prioritizing instead the enhancement of users’ lives.

“Our approach isn’t reliant on constant engagement for success. We’re focused on empowering users to accomplish tasks they couldn’t otherwise achieve. Our aim is to provide tools enabling individuals to accomplish extraordinary feats they couldn’t accomplish without them. That’s what drives us,” Cook remarked. He expressed his belief that as Apple Intelligence evolves, users will spend less time on tasks that previously demanded more of their time.