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Apple's Rivals Are Betting Big on AI, but Tim Cook Doesn't Need to Worry

Commentary: If you think the iPhone is in trouble, you're not looking at the full picture.

Headshot of Bridget Carey
Headshot of Bridget Carey
Bridget Carey Editor at Large
Bridget Carey is an award-winning reporter who helps you level-up your life -- while having a good time geeking out. Her exclusive CNET videos get you behind the scenes as she covers new trends, experiences and quirky gadgets. Her weekly video show, "One More Thing," explores what's new in the world of Apple and what's to come. She started as a reporter at The Miami Herald with syndicated newspaper columns for product reviews and social media advice. Now she's a mom who also stays on top of toy industry trends and robots. (Kids love robots.)
Expertise Consumer technology | Apple | Google | Samsung | Microsoft | Amazon | Meta | Social media | Mobile | Robots | Future tech | Immersive technology | Toys | Culture Credentials
  • Bridget has spent over 18 years as a consumer tech reporter, hosting daily tech news shows and writing syndicated newspaper columns. She's often a guest on national radio and television stations, including ABC, CBS, CNBC and NBC.
Bridget Carey

There's a battle over the future of computing. Tech giants, like Meta and OpenAI, are racing to develop a version of AI that's almost sci-fi levels of sentience, known as superintelligence. Obscene salaries are being thrown around to poach top AI engineers -- some even with reported offers of $100 million signing bonuses. Meanwhile, billions of dollars are spent to acquire companies with no products. 

The goal? To create an AI gadget so good that it can dethrone the iPhone.

That's at least the message that comes across when you read through the latest manifesto from Meta CEO Mark Zuckerberg, who wrote that personal devices like smart glasses "will become our primary computing devices." And Sam Altman, the CEO of OpenAI, is working with famed ex-Apple designer Jony Ive to make a device that could be the successor to the iPhone. (More than 3 billion iPhones have been sold since 2007, no pressure.)

But is Apple CEO Tim Cook worried? Nah. Apple is investing in AI -- and Cook seems excited.

In this week's episode of One More Thing, which you can watch embedded above, I explain what could be coming next from Apple and why the push toward better AI will not topple the iPhone, but rather help it thrive. (Even if Apple's own flavor of AI needs more time in the oven.)

If you're looking for more One More Thing, subscribe to our YouTube page to catch Bridget Carey breaking down the latest Apple news and issues every Friday.