Steve Jobs Was Innovative. Tim Cook Is Strategic, Which Is More Valued Nowadays.

Strategic move after another.

Apple's always been patient with the market. The world has been saying that the iPhone hasn't changed for years. Yet sales are climbing.

Steve Jobs was all about innovation. Tim Cook is all about strategy.

While all those players were competing, there was one player simply looking from backstage. Apple was witnessing what they were doing to determine the proper action to take.

Apple’s Strategy

Apple played the AI game better than anyone in that market at that stage. They continued with their plans and processes. They said, "We're working right now on a VR device called the Apple Vision Pro, and we're going to continue working on it."

Apple didn't mention the word AI for a very long time. This was despite everyone in the world pushing them towards implementing AI in their system. If they didn't, they risked losing their customer base to AI.

There was an AI war between ChatGPT or OpenAI, Google, Microsoft, Anthropic, and other new companies in the field. They were all competing over who had the best AI chatbot in the market.

Apple waited. They waited until the hype decreased a little. This way, if they said anything about AI at that stage, they would get rewarded for it. And boy, did this happen exactly like that.

Apple’s Intelligence

In a nutshell, Apple announced Apple Intelligence. Let me simplify what it is: it's absolutely nothing. It means that Apple had a partnership with ChatGPT.

They're probably working on a learning model that would be better than ChatGPT. This model would dominate the AI market when it comes to the Apple ecosystem.

A simple piece of news like that put them back in the game of being the most valuable company in the world. Morgan Stanley recently ranked them as one of the top AI companies when they really didn't do anything when it comes to AI.

This is how Tim Cook strategically won the AI game. He let the hot-headed people say what they wanted to say and fight over what they wanted to fight over.

When it comes to the business world, timing is what makes or breaks. That's a lesson we should all learn from Apple and its AI adventure.