Why Tim Cook says people may use their iPhones less

Tim Cook has previously said that Apple isn’t striving to keep people on their phones all day.
Justin Sullivan/Getty

  • CEO Tim Cook said Apple Intelligence may reduce iPhone usage in an interview with Marques Brownlee.
  • Cook said he believes AI will help people complete tasks that used to take a long time in less time.
  • Apple unveiled a number of new AI features for iPhone, iPad and Mac at its annual WWDC event.

There’s a good chance that Apple’s new AI updates will result in you spending less time on your device.

Apple CEO Tim Cook said it’s a “high probability” people will use their iPhones less with Apple Intelligence, according to an interview with tech YouTuber Marques Brownlee released on Wednesday.

As Apple Intelligence continues to get smarter, tasks that previously took a long time may take less time, the CEO said.

The tech giant announced that it will integrate artificial intelligence into its systems at Apple’s WWDC event on Monday. The CEO and other executives detailed a number of AI features that will be available on Apple devices with its latest software.

Some of the updates include a new and improved Siri with better language understanding and text capabilities, cross-app integration, system-wide writing tools, and a revamped Photos app that organizes photos into different categories.

Apple also announced its partnership with OpenAI, which will allow users to opt in to ChatGPT-powered Siri. AI-powered chatbot is known to help people be more productive and get things done faster.

See also  Pokemon Scarlet and Violet DLC 'The Hidden Treasure of Area Zero' teases a mysterious new Pokemon

Cook added that Apple has never been keen on making people spend their lives on their devices. The CEO has made similar comments before, saying people need to focus more on the people in the room with them.

“Our model is not one that needs participation to be successful,” Cook said in the interview. “Our model is one where we want to empower you to do things you can’t do otherwise.”

Apple has added several features to the iPhone that raise awareness of the amount of time consumers spend on their devices and that help make their use more intentional.

Features like Screen Time track the amount of time you spend on your iPhone and put it “a little bit in your face,” Cook said. The CEO said last year in an interview with GQ magazine that he monitors his Screen Time “religiously.” The CEO also mentioned focus settings, which allow consumers to silence their phones or receive only specific notifications.

Apple seeks to give consumers the tools to do incredible things they couldn’t do otherwise, Cook said.

“That’s what motivates us,” Cook said.

Apple did not immediately respond to Business Insider’s request for comment before publication.

Leave a Reply

Your email address will not be published. Required fields are marked *