Why Tim Cook Says People Can Use Their iPhones Less

Tim Cook has said before that Apple doesn't try to keep people on their phones all day.
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  • CEO Tim Cook said that Apple Intelligence could reduce iPhone usage in an interview with Marquis Brownlee.
  • Cook said he believes AI will help people complete previously time-consuming tasks in less time.
  • Apple unveiled a number of new AI features for iPhones, iPads and Macs at its annual WWDC event.

There's a good chance that you'll spend less time on your device as a result of Apple's new AI updates.

Apple CEO Tim Cook said it's a “significant possibility” that people use their iPhones with Apple Intelligence less, according to an interview with tech YouTuber Marquez Brownlee released Wednesday.

As Apple Intelligence gets smarter, previously time-consuming tasks can take less time, the CEO said.

The tech giant announced it will integrate AI into its systems at Apple's WWDC event on Monday. The CEO and other executives detailed several AI features that will be available on Apple's devices with its latest software.

Some of the updates include a new and improved Siri with better language understanding and text capabilities, integration across all apps, system-wide writing tools, and a new Photos app that organizes photos into different categories.

Apple also announced its partnership with OpenAI, which will allow users to opt-in to ChatGPT-powered Siri. AI chatbots are known to help people be more productive and get things done faster.

Cook added that Apple has never encouraged people to live their lives on their devices. The CEO has made similar comments before, saying that people need to pay more attention to the people in the room with them.

“Our model is not one that requires engagement to be successful,” Cook said in the interview. “

Apple has added several features to the iPhone that create awareness of how much time users spend on their devices and help make their usage more intentional.

Features like Screen Time track how much time you spend on your iPhone and put it “in your face a little bit,” Cook said. The CEO said in an interview with GQ last year that he monitors his screen time “religiously.” The CEO also mentioned focus settings, which allow users to mute their phone or receive only specific notifications.

Cook said Apple is focused on giving users the tools to do “incredible things” they couldn't do otherwise.

“That's what motivates us,” Cook said.

Apple did not return a request for comment.

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