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A Love Letter to AI, from Apple CEO Tim Cook
AI is changing Tim Cook’s life.
In an interview with CNBC in October 2024, Tim Cook spoke of his excitement around the rollout of Apple’s suite of AI features called Apple Intelligence. He told the reporter that he was testing future releases of the technology and that the features were ‘changing [his] daily life’ already.
Tim Cook is the master of what British communications guru Alastair Campbell calls ‘message discipline’. Diverging from his predecessor Steve Jobs, Cook sticks to the script and has become increasingly adept at making such messaging sound almost natural. His initially awkward presentation style has been honed over the years since taking over as Apple CEO in 2011. While lacking some of the undoubted charisma of Jobs, Cook is a metronome of talking points and message.
I find something unsettling about Apple’s recent move into AI. I, like others, have been sceptical about Apple’s recent product releases. Combined with Cook’s infamous message discipline, Apple’s talk about AI is ringing increasingly hollow. What did I do now I am armed with this cynicism of AI? I went to ChatGPT, of course.
