9 hours Ago By Paul Thurrott
Apple CEO Tim Cook addressed in arguably the best possible way. He told The Wall Street Journal that Apple is “not first, but best.” “We’re perfectly fine with not being first,” .
“As it turns out, it takes a while to get it really great. It takes a lot of iteration. It takes worrying about every detail.
Sometimes, it takes a little longer to do that. We would rather come out with that kind of product and that kind of contribution to people versus running to get something out first. If we can do both, that’s fantastic.
But if we can only do one, there’s no doubt around here. If you talk to 100 people, 100 of them would tell you: It’s about being the best.” Sign up for our new free newsletter to get three time-saving tips each Friday — get free copies of Paul Thurrott's Windows 11 and Windows 10 Field Guides (normally $9.
99) as a special welcome gift! Cook describes Apple’s AI offering, Apple Intelligence, as “AI for the rest of us,” an updated take on an early Macintosh marketing campaign. He claims to rely on Apple Intelligence email summaries, describing this bland feature as “life changing” because it saves him so much time. And that Apple Intelligence, more broadly, will make the experience of using Apple’s products “profoundly different.
” It’s an innovation on par with the iPod’s Click wheel and the iPhone’s multitouch display, he says, something that will “happen for all of us.” He also dismisses complaints that Apple’s latest iPhones shipped ahead of the first release of Apple Intelligence. “In the longness of time, I don’t think it will be even a footnote,” he says.
Cook also addresses the Vision Pro in the interview, admitting that the $3500 headset lacks a killer app and is only for early adopters today. But he also compares it to earlier Apple products like iPod, iPhone, and AirPods that were dismissed by critics when they didn’t sell well at first. “[Success] doesn’t occur overnight,” he claims.
“None of these did.” Paul Thurrott is an award-winning technology journalist and blogger with 30 years of industry experience and the author of 30 books. He is the owner of and the host of three tech podcasts: with Leo Laporte and Richard Campbell, , and with Brad Sams.
He was formerly the senior technology analyst at Windows IT Pro and the creator of the SuperSite for Windows from 1999 to 2014 and the Major Domo of Thurrott.com while at BWW Media Group from 2015 to 2023. You can reach Paul via , or .
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