Apple’s CEO talked apps, gaming and even AI on a whistlestop visit to London. I caught up with him at the company's Battersea Power Station HQ.
The apps presented to Cook were interesting. Save Your Wardrobe, presented by Hasna Kourda, is designed to let users manage their clothes, creating a digital version of what’s in their wardrobe. This can remind you of what you own, so those unworn clothes come back into use. It also encourages repair rather than the discarding of garments and can help users access aftercare services from alterations to upcycling.Gym Streak from Joseph Mambwe was a fitness app that manages your workout for you.
And Night Sky by Andy Weekes, demonstrated on the balcony of Apple’s Battersea Power Station offices, was a stunning app which also uses AR to make stars, planets and even the International Space Station appear onscreen as you point your iPhone at the place they are in the sky. It can send reminders and messages so you can share what you see – and even what you can’t – with friends and family. All of the developers praised Apple’s support and the power of the technology.
Gaming has become increasingly important to Apple, and the latest iPhone 15 Pro and Pro Max processor promise great capabilities which can be exploited for gaming purposes. At the mention of the processor, the A17 Pro, Cook was simple: “It’s wicked.” He went on, “I think there’s significant excitement both in terms of A17 Pro and M3 on the Mac, about our role in gaming, and we’re very serious about it—this is not a hobby for us. It’s something we’re putting all of ourselves out there on. iOS is the best gaming platform that’s out there and we want to keep it the best and just keep taking it to the next level. And our silicon road map really is in a camp by itself, we think.
That silicon could do even more, of course, if more data was sent to the cloud, but Apple wants to do more on-device. Would it ever risk sacrificing privacy to get more power. Cook said, “No. To us, privacy is a fundamental human right and the atmosphere is such that people’s privacy is being challenged every day and we think privacy is more important today than it was ten years ago. It’s one of the most profound issues of the century. We’re not backing off.
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