Business is harsh and can be ruthless and unforgiving. The weak may not be able to survive, let alone to thrive.
And Apple, the company founded by Steve Jobs and Steve Wozniak, has learned a lot from its decades of competition and rivalries. And among the things it learned is that, things shouldn't be personal for the company
This is apparent for the company when it first launched the iPhone 16, and said that the 2024 device was all about Apple Intelligence.
Comparing to rivals, many have accused Apple of being very late to the AI party. Even its own employees said that Apple is at least two years behind industry leaders.
But for Tim Cook at least, the CEO of Apple thinks that it's just part of the competition.
Tim Cook spoke with Ben Cohen from The Wall Street Journal, an American newspaper based in New York City, with a focus on business and finance:
Cook said that companies want to be the first and the best.
But sometimes, when forced to choose between the two, there’s only one right answer: be the best.
Cook's statement is how he encapsulates Apple's past, present, and future.
At certain times, Apple may be the first in introducing things and pioneering innovations. But at other times, it may be the second, or third, or fourth, or more.
So here, in 2024, with the world criticizing Apple for its sluggish entrance to generative AI, it's not about who is first—it’s about being the best.
Read: 'Apple Intelligence' Brings Generative AI Into Apple, With OpenAI ChatGPT's Help
Apple has elaborated on those four words for more than just a few times.
In fact, Apple executives have been using them, and Cook himself is also a believer of those words.
So what happens here is that, Apple is committed into delivering the best product it can develop and create, with a goal to enrich people's lives.
Apple knows how to play its card well because after all, the company's status as one of most influential companies ever, has the advantage of having a tightly integrated ecosystem.
And if ever it fails to deliver what it promised, it always has a long list of fanboys and influence that will not make its failure a disaster.
After all, "best" is always inherently subjective, as it varies depending on individual preferences, needs, and experiences..