- In an interview with Marques Brownlee, CEO Tim Cook said Apple Intelligence could lead to less iPhone usage.
- Cook said he believes AI can help people complete tasks that previously took longer in less time.
- At its annual WWDC event, Apple announced a slew of new AI features for iPhone, iPad, and Mac.
Apple’s new AI update will likely help you spend less time on your device.
In an interview with tech YouTuber Marques Brownlee published Wednesday, Apple CEO Tim Cook said it’s “quite possible” that Apple Intelligence will lead people to use their iPhones less.
The CEO said that as Apple Intelligence gets smarter, previously time-consuming tasks may now take less time.
The tech giant announced the integration of AI into its systems during Apple’s WWDC event on Monday, where the CEO and other executives detailed some of the AI features that will be available on Apple devices with the latest software.
Updates include a new and improved Siri with better language understanding and text capabilities, cross-app integration, a system-wide writing tool, an improved Photos app that organizes photos into different categories, and more.
Apple also announced a partnership with OpenAI that will allow users to opt for ChatGPT-powered Siri, an AI chatbot known for helping people be more productive and complete tasks faster.
Cook added that Apple isn’t obsessed with getting people to devote their lives to their devices — he has made similar comments before, saying people should pay more attention to the people in the room with them.
“Our model isn’t one that requires engagement to be successful,” Cook said in an interview. “Our model empowers you to do things you can’t do otherwise.”
Apple has added several features to the iPhone to help consumers be more aware of the time they spend on their devices and encourage more intentional use.
Features like Screen Time track how much people use their iPhone and make it “a little more visible,” Cook said. In an interview with GQ magazine last year, he said he monitors Screen Time “diligently.” He also mentioned Focus settings, which allow users to silence their phone or receive only certain notifications.
Cook said Apple is focused on giving consumers the tools to do “amazing things” that they couldn’t do any other way.
“That’s what drives us,” Cook said.
Apple did not immediately respond to Business Insider’s request for comment before publication.
