As Tim Cook, Apple’s former CEO, steps down, his words from 2017 echo: 'I’m not worried about AI giving computers the ability to think like humans. I’m more concerned about people thinking like computers without values or compassion, without concern for consequences.' Apple’s new CEO, John Ternus, faces the challenge of closing the AI gap, but must do so with caution to avoid the pitfalls of unchecked technological advancement.

Adobe’s approach to generative AI, while commercially safe, highlights the tension between innovation and traditional craftsmanship. As AI tools accelerate output, they risk deprioritising manual skills, leaving creators wondering about the true value of their work. The pressure to compete with AI’s speed and efficiency is real, and Apple must navigate this carefully to maintain its user-centric identity.

The rush to integrate AI into everyday life, from design tools to mental health support, raises ethical questions. Chatbots like ChatGPT, while useful, can become too engaging, potentially harming users’ wellbeing. Apple’s strategy must balance technological advancement with ethical considerations to avoid becoming another company embroiled in unforeseen consequences.

Cook’s cautionary tale remains relevant. As the tech world grapples with AI’s potential, Apple’s cautious approach could become a strength, provided it handles the pressure to innovate responsibly. Will Ternus follow Cook’s lead, or will Apple’s next move be a step into uncharted territory?