CEO of Apple since 2011. Overseeing Apple Intelligence, the company's on-device and cloud AI platform launched in 2024, and Apple's broader strategy to integrate AI across its hardware and software ecosystem.
Cook's AI strategy is classic Apple: arrive late, control the full stack, and bet that privacy is a feature worth paying for. The OpenAI partnership for cloud tasks plus on-device processing for everything else is the only coherent privacy-first AI architecture at consumer scale. Apple was mocked for being slow to AI, but with 2 billion active devices and custom silicon optimized for neural workloads, the distribution advantage is staggering. If consumers start caring about where their AI queries go — and regulators may force that question — Apple's positioning looks prescient.
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