Tim Cook Aims To Help Apple Users Accomplish More Without Extending Screen Time: 'We Want To Empower You To Be Able To Do Things You Couldn't Otherwise'

Apple Inc. AAPL CEO Tim Cook said that the company’s objective is not to increase device usage but to enable users to achieve things they couldn’t without their devices, after unveiling Apple Intelligence earlier this week.

What Happened: In a conversation with Marques Brownlee posted on his YouTube channel on Wednesday, Cook discussed Apple Intelligence, privacy in the AI era, and iconic Apple products. 

When asked about the potential of AI to decrease device usage, Cook stated that Apple's model is not about user engagement but about empowering users. 

See Also: 7 Apple Analysts Mixed On WWDC 2024: iPhone Upgrade Cycle Coming, But When?

“Our model is one where we want to empower you to be able to do things you couldn’t do otherwise. We want to give you a tool so you can do incredible things that you couldn’t do without the tool,” he said.

He also highlighted features like Screen Time and notification counts that help users manage their device usage. Cook suggested that as Apple Intelligence becomes smarter, tasks that previously took more time will take less, reducing device usage.

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Why It Matters: At the Worldwide Developers Conference or WWDC 2024, Apple unveiled its AI-powered personal intelligence features, dubbed “Apple Intelligence.” These features, integrated into the operating systems for iPhones, iPads, and Macs, marked a significant step in Apple’s AI efforts.

Alongside this, Apple launched the iOS 18 update, introducing quality-of-life improvements such as home screen customization, smarter email organization, and enhanced messaging experience. These changes give users more control over their device experience.

Moreover, Apple also announced a partnership with Microsoft Corporation-backed OpenAI to integrate ChatGPT into iOS 18, iPadOS 18, and macOS 15 Sequoia. This conversational AI model is part of Apple’s broader AI strategy.

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Photo courtesy: Apple