Tim Cook Discusses The Past, Present, and Future of Apple | WIRED

Apple CEO Tim Cook reflects on the company's journey, highlighting key product launches like the iMac, iPod, and iPhone, which transformed Apple's trajectory and impacted the tech industry. Cook discusses the future role of AI and Apple Intelligence, suggesting it will redefine how users interact with Apple products and services, with Siri potentially becoming a more personalized and helpful companion.

Apple's Past & Product Launches

• 00:00:00 Tim Cook discusses his long career at Apple, starting in 1998, and highlights pivotal moments in the company's history, like the iMac and iPod. The iMac revitalized Apple, while the iPod brought 1,000 songs to consumers' pockets, introducing Apple to a wider audience. The iPhone's success built on these innovations, introducing new ways to interact with technology.

Impact of iPhone

• 00:05:42 The iPhone was instrumental in broadening Apple's reach into emerging markets by establishing carrier relationships. It shifted the industry paradigm by challenging carrier control over phone design, with Apple emphasizing its product expertise and carriers focusing on network capabilities.

AI and Apple Intelligence

• 00:06:49 Tim Cook believes AI, similar to multi-touch technology, will revolutionize Apple products and the user experience. He expects AI to reshape iPhones, iPads, and Macs, changing how users interact with these devices. Siri will likely play a central role, becoming more personalized and useful to manage tasks.

Siri's Future Role

• 00:07:33 Cook anticipates Siri's role will evolve, potentially becoming a constant companion for users. He envisions a future where users interact with Siri for tasks like search, reducing reliance on external search engines like Google. Siri's increasing personalization will contribute to its enhanced utility and user adoption.

Tim Cook's Leadership

• 00:08:30 Tim Cook expresses his deep love for Apple and the people he works with, viewing his role as a privilege. He intends to continue as CEO until he feels it's time to transition to the next chapter of his life, recognizing the significant role Apple has played in his personal journey since 1998.