Apple CEO Tim Cook said that at the company’s latest earning meeting, using positive expressions about Deepseek’s artificial intelligence models, these models were “an innovation that increases productivity”. Answering questions from analysts at the meeting on Thursday, Cook also shared important information about Apple’s artificial intelligence strategy.
Cook answered a question about the effect of Deepseek’s artificial intelligence models on Apple’s profit margins: orum I think the innovations that increase productivity are positive. We can clearly see this in Deepseek’s models. ” Referring to Apple’s approach to artificial intelligence, Cook said that the company followed a hybrid model. Accordingly, some simple operations are located on the special chips of the devices, while more complex transactions are carried out in the cloud environment through collaborations with artificial intelligence model providers.
Cook also emphasized that Apple follows a “cautious and careful kadar strategy in artificial intelligence investments. Currently, Apple has only a partnership with OpenAI. Within the scope of this cooperation, ChatGPT works in a special cloud environment to answer the complex questions of iPhone users. However, Apple said that this partnership is not exclusive and that it may integrate the artificial intelligence models other than OpenAI in the future into the iPhone ecosystem.
Recently, OpenAI claimed that Deepseek has achieved evidence that artificial intelligence models were trained using their own technologies. According to OpenAI, this process was carried out by a method called “distillation .. If this claim is true, it means that OpenAI’s usage policies are violated and may overshadow Deepseek’s achievements. However, these discussions did not prevent Cook from making positive evaluations against Deepseek.
On the other hand, some technology analysts suggested that Deepseek’s artificial intelligence models were trained with more GPU and calculation costs than the company claims. This led to question marks that Deepseek’s artificial intelligence models were less efficient than expected. However, Deepseek’s artificial intelligence models are available at a much lower cost compared to the solutions of American competitors.
Tim Cook Drew attention to the Apple Intelligence effect
The gradual use of Apple’s artificial intelligence solutions did not make the expected effect on iPhone sales. Although some analysts estimated that artificial intelligence -supported features would increase iPhone sales, Apple’s sales in the last quarter has experienced a slight decrease. However, Tim Cook tried to interpret this in a positive way by stating that sales were stronger in the areas where Apple Intelligence was available.
In addition, Apple’s artificial intelligence -supported news summarizing feature has also experienced problems. The company temporarily stopped this feature due to the misleading headings produced by artificial intelligence this month. For example, Apple Intelligence incorrectly changed a BBC’s news title, claiming that Unitedhealthcare CEO Brian Thompson’s murder suspect Luigi Mangione shot him. However, this information did not reflect the truth.
Apple positions its strategy on artificial intelligence in a different way from its competitors. Instead of integrating large language models with cloud -based systems, the company aims to ensure the security of user data through in -device artificial intelligence operations as much as possible.
This approach shows that Apple’s importance to confidentiality, but rather as a technology that increases the value of its existing products rather than seeing artificial intelligence as a direct source of income. By integrating artificial intelligence into devices such as iPhone, iPad and Mac, it is integrated to improve the user experience and to strengthen the Apple ecosystem.
Apple can expand its cooperation with OpenAI, as well as Google’s Gemini and Anthropic’s other artificial intelligence models such as Claude. However, Tim Cook did not give any clues to integrate Deepseek’s models. The company’s artificial intelligence strategy continues to be a matter of curiosity how to take shape in the future.