Tim Cook, Apple chief executive officer, speaks during Apple's annual Worldwide Developers Conference on 10 Jun 2024, in Cupertino, California Microsoft couldn’t wait to wheel out the OpenAI co-founder to show how ahead of the game it was; world leaders stood beside him to show how they were in the loop on the future; and conference organisers contorted their schedules to accommodate the most powerful man in the world of AI.
The news is being framed as Apple’s admission that it is behind on cutting-edge AI, turning to an outsider to fill in a feature shortfall. This is true, but only to an extent. This partnership - call it temporary outsourcing - demonstrates how, in fact, Cook may be the most powerful man in AI because he is pulling the strings on what will be the first truly mainstream AI device: The iPhone.
This volume of insight is impossible for any other company to replicate, and you would likely not trust them to do so. “You should not have to hand over all the details of your life to be warehoused and analysed in someone’s AI cloud,” said Apple’s head of software engineering, Craig Federighi, during the keynote speech. OpenAI’s ChatGPT, on the other hand, is more easily copied - in time. Apple hasn’t quite managed it yet, but it will.
Apple’s shares, on the other hand, took an almost 2 per cent tumble on Monday, perhaps on account of a lack of surprises - a Bloomberg News report had already revealed everything of note that was announced.But the lesson for investors to take away is that Cook is the AI kingmaker. Apple gets to decide which company gets access to the more than 2 billion active Apple products and on what terms.
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