“It’s a good thing”: Tim Cook’s strong words on DeepSeek

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Apple can smile. The brand with the apple has just presented its financial results for the last quarter this Thursday, January 30, with a stratospheric turnover of 124.3 billion dollars. This total is notably boosted by services, while the iPhone remains a safe bet, even if it brings in less than in the past.

Tim Cook's opinion on the DeepSeek bomb

But beyond this publication, the eyes of investors and the tech world are all turned towards the startup DeepSeek. This Chinese company has indeed managed to create a language model as powerful or even more powerful than that of OpenAI for an unbeatable price: less than 10 million dollars. Tim Cook has rightly returned to the major impact that this launch could have within Silicon Valley.

Responding to an analyst's question, the manager thus estimated that DeepSeek's models represent ” innovation that promotes efficiency “. He adds: ” It's a good thing. And, you know, that's what you see with this model “.

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He then returned to the Cupertino company's strategy for this technology. Thus, Apple performs certain simple tasks locally on the device, while other more complex functions are carried out in the cloud thanks to partnerships with other AI providers and in particular OpenAI.

According to him, this is precisely a ” cautious approach “for this type of spending. If the CEO brings this up, it is probably because there is an ongoing debate about what kind of approach to take. Should we invest massively in chips and servers with billions of dollars, or should we instead develop less expensive models by relying on the cloud power of other technology companies ?

Tim Cook defends Apple Intelligence

Mark Zuckerberg himself has taken a position on this subject and his opinion is very clear. He believes that DeepSeek's immersion “doesn't mean you need less compute, because you need to apply more compute at inference time in order to generate a higher level of intelligence and a better quality of service.”. Meta also spends $60 billion a year to develop its AI products.

Finally, Tim Cook was questioned about the modest success of Apple Intelligence, which apparently has not strengthened consumers' appeal for the iPhone. According to the boss of the Cupertino firm, the company has however recorded stronger sales in the regions where this tool has been deployed.

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