Apple CEO Tim Cook has an unusual definition of success. He considers the Apple Vision Pro headset a success, that is not in demand and Apple Intelligence, which has not yet been released, is the best on the market.
The two biggest bets of the iPhone manufacturer for the future — Apple Intelligence and Vision Pro. The AI assistant hasn’t been launched yet, and the headset has received mixed reviews and hasn’t been selling well. But in a recent interview with The Wall Street Journal CEO Tim Cook shared his own understanding of the word «success».
Speaking about Vision Pro, Cook called it «successful to date», but not by conventional standards. He doesn’t say that sales of the device have been great. In an answer that doesn’t seem to dodge the question, he said:
«I would always like to sell more of everything, because at the end of the day we want our products to be in the hands of as many people as possible. And so obviously I would like to sell more. As time goes on, things get better, and it [Apple Vision Pro] will also get better and better. I think it’s just a success today in terms of creating an ecosystem».
In other words, Tim Cook has transferred success to the future, and now considers it to be the creation of architecture. When it came to Apple Intelligence, he also defined success in a unique way. Cook often repeated the phrase «not the first, but the best» to his interviewer. However, he understands even the word «best» in his own way.
«We weren’t the first to make intelligence. But we did it the way we think is best for the customer».
According to Cook, the success of Apple Intelligence so far is not about being the best in terms of technology, but about providing the best customer experience. Overall, this vision is in line with the spirit of Apple, which has always been less concerned with creating abstract technologies and more focused on specific products for specific needs.
Time will tell whether Tim Cook’s «success» in these areas will become a real success for commercial products. For now, it’s just a promise of the future and a way to say «we’re doing well» in the face of unpopularity of Vision Pro and a long delay in the release of AI.
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