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Tim Cook discusses the role of Apple Intelligence, highlighting its usefulness and addressing the company’s strategic choices, such as the lack of collaboration with OpenAI. Apple aims to develop distinctive AI solutions, collaborating with NVIDIA and Broadcom on hardware and software innovations.

Key points:

• Apple Intelligence: Practical utility in answer summarization and other innovative applications.
• Strategic choice: Apple has not invested in OpenAI, preferring an independent approach.
• Collaborations: Partnership with NVIDIA for advanced techniques and development of new AI chips with Broadcom.
• Long-term goal: High-performance AI solutions, leveraging advanced technological infrastructure.

Apple CEO Tim Cook recently shared his vision for Apple Intelligence, a platform designed to compete in the evolving generative AI landscape. In an interview with Wired’s Steven Levy, Cook highlighted the technology’s value, calling it “a game changer,” especially for its ability to synthesize email responses, offering personalized prioritization and improving workflow management. Cook also touched on creative features like “Image Playground,” which add a playful touch to Apple’s technology ecosystem.

When asked about the decision not to invest in OpenAI, a move that has allowed Microsoft to become a dominant player in the space, Cook explained that the move was not a lack of interest, but rather a unique business strategy. Apple prefers to build its own technologies rather than rely on external acquisitions, as demonstrated by its historic collaboration with ARM, which laid the foundation for Apple’s current leadership in custom processors. “I’m not going to say we didn’t consider OpenAI,” Cook said, “but it would be rare for us to take that approach.”

In pursuit of its goal of differentiation, Apple has entered into strategic partnerships with key companies. With NVIDIA, for example, it is developing a technique called "ReDrafter" to speed up text generation in advanced language models (LLMs). At the same time, Apple is integrating the powerful M4 Ultra chip into its servers to improve the performance of AI responses and is collaborating with Broadcom on an innovative chip called "Baltra." The latter represents another step forward in greater hardware efficiency for AI applications.

Despite the apparent delay compared to some competitors, Apple is focusing on a methodical approach, in line with its philosophy of putting quality and innovation first. The combination of internal expertise and targeted partnerships suggests that the company is intent on redefining the AI ​​industry with advanced and high-performance solutions. 

Apple is moving forward with determination in the race for generative AI, aiming for a mix of innovation and technology strategy to distinguish itself in the global landscape.