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id="primary" class="content-area"> <main id="main" class="site-main" role="main"> <div class="article-wrap"> <article id="post-1462021" class="post-1462021 post type-post status-publish format-standard has-post-thumbnail tag-chatgpt tag-earnings tag-iphone observer_company-apple observer_company-openai channel-business channel-technology channel-big-tech nyo_person-tim-cook" data-post="" data-title="Tim Cook Says Apple Intelligence Is Twice as Popular as Previous iOS Updates" data-url="" data-page-url="/2024/11/apple-intelligence-fast-adoption-tim-cook/" data-date="2024-11-01 12:25:04" data-date-iso="2024-11-01T12:25:04-04:00" data-author="Alexandra Tremayne-Pengelly" data-coauthors="Alexandra Tremayne-Pengelly" data-channels="Business, Technology, Big Tech" data-piped-channels="Business|Technology|Big Tech" > <header class="entry-header"> <div class="entry-teaser"> <a href="https://observer.com/business/" aria-label="Read more articles on Business">Business</a><span>  •  </span><a href="https://observer.com/technology/" aria-label="Read more articles on Technology">Technology</a> </div> <h1 class="entry-title" itemprop="headline">Tim Cook Says Apple Intelligence Is Twice as Popular as Previous iOS Updates</h1> <h2 class="dek">The company's results for the quarter were boosted by a surge in iPhone sales.</h2> <div class="entry-meta nyo-social-comments nyo-social-comments-above"> By <span class="author" itemprop="author"><a rel="author" class="url fn n" href="https://observer.com/author/alexandra-tremayne-pengelly/" title="View All Posts by Alexandra Tremayne-Pengelly">Alexandra Tremayne-Pengelly</a></span> • <span class="entry-date"><time itemprop="datePublished" datetime="2024-11-01">11/01/24 12:25pm</time></span> <svg aria-hidden="true" style="position: absolute; width: 0; height: 0; overflow: hidden;" version="1.1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink"> <defs> <symbol id="icon-envelope" viewBox="0 0 28 28"> <path d="M26 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src="https://observer.com/wp-content/uploads/sites/2/2024/10/GettyImages-2170394586.jpg?quality=80&w=970" alt="Man in blue shirt stands on stage against black background" width="970" height="647" srcset="https://observer.com/wp-content/uploads/sites/2/2024/10/GettyImages-2170394586.jpg 2862w, https://observer.com/wp-content/uploads/sites/2/2024/10/GettyImages-2170394586.jpg?resize=300,200 300w, https://observer.com/wp-content/uploads/sites/2/2024/10/GettyImages-2170394586.jpg?resize=768,512 768w, https://observer.com/wp-content/uploads/sites/2/2024/10/GettyImages-2170394586.jpg?resize=635,423 635w, https://observer.com/wp-content/uploads/sites/2/2024/10/GettyImages-2170394586.jpg?resize=1536,1024 1536w, https://observer.com/wp-content/uploads/sites/2/2024/10/GettyImages-2170394586.jpg?resize=2048,1365 2048w, https://observer.com/wp-content/uploads/sites/2/2024/10/GettyImages-2170394586.jpg?resize=970,647 970w, https://observer.com/wp-content/uploads/sites/2/2024/10/GettyImages-2170394586.jpg?resize=320,213 320w, https://observer.com/wp-content/uploads/sites/2/2024/10/GettyImages-2170394586.jpg?resize=1920,1280 1920w, https://observer.com/wp-content/uploads/sites/2/2024/10/GettyImages-2170394586.jpg?resize=50,33 50w" sizes="(max-width: 600px) 300px, 620px" /><figcaption id="caption-attachment-1462023" class="wp-caption-text">Apple CEO Tim Cook said its A.I. offerings will be rolled out gradually. <span class="media-credit">Andrej Sokolow/picture alliance via Getty Images</span></figcaption></figure> <p><a href="https://observer.com/company/apple/" title="Apple" class="company-link">Apple (AAPL)</a>’s new A.I.-infused software update, iOS 18.1, has only been available for three days. But, according to CEO <a href="https://observer.com/person/tim-cook/" title="Tim Cook" class="company-link">Tim Cook</a>, it’s already being adopted twice as fast as Apple’s previous iOS 17.1 update, he told analysts yesterday (Oct. 31) on an earnings call. “That clearly shows a level of interest out there,” Cook said.</p> <section class="wp-block-observer-newsletters observer-newsletters--in-content"> <form class="newsletters-block__container" method="post" action="#" id="newsletter-6742b2e0b17991.36566818" data-form="subscribe-newsletter" data-recaptcha-key="6LexvRggAAAAAF1HvCWrHtG4UAa7m0WIdyIgstAo" data-form-action="https://observer.com/newsletter-subscribe.json"> <div class="observer-newsletters__in-content-icon"> <svg fill="none" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 51 51" width="50" height="50"><path d="M18.124 15.961C23.25 8.783 30.096 4.967 33.682 7.305a4.04 4.04 0 0 1 1.013.97c0 .028 8.3 16.017 8.3 16.017l4.634 2.989a6.39 6.39 0 0 1 1.793 1.732c.472.684.798 1.45.96 2.253.161.804.154 1.63-.02 2.432a6.075 6.075 0 0 1-.995 2.24l-.209.291c-.977 1.355-2.475 2.288-4.17 2.598a6.827 6.827 0 0 1-4.883-.943L32.662 48.32c-1.095 1.285-3.197 2.564-5.792 1.059a3.834 3.834 0 0 1-1.15-1.093 3.63 3.63 0 0 1-.587-1.444 3.763 3.763 0 0 1 .008-1.55 3.85 3.85 0 0 1 .635-1.427l6.556-9.208s-15.5-1.174-15.557-1.196a3.812 3.812 0 0 1-1.35-.552c-1.842-1.19-2.502-3.688-1.865-7.035.573-3.082 2.2-6.572 4.564-9.914Zm29.349 19.182.208-.292c.334-.467.567-.992.687-1.545a4.09 4.09 0 0 0 .012-1.678 4.18 4.18 0 0 0-.665-1.555 4.407 4.407 0 0 0-1.239-1.193l-4.002-2.592-5.282 7.405 4.002 2.592a4.64 4.64 0 0 0 1.624.655c.581.114 1.18.119 1.764.013a4.65 4.65 0 0 0 1.634-.631 4.42 4.42 0 0 0 1.257-1.179Zm-20.03 9.809a1.96 1.96 0 0 0-.324 1.528c.108.53.433.998.904 1.3.472.302 1.05.413 1.608.31A2.158 2.158 0 0 0 31 47.23l7.42-10.405-2.983-1.93-.788-.06-7.205 10.117Zm7.832-12.009 5.757-8.072-5.491-10.657c-.533 2.993-2.091 6.55-4.582 10.04-2.49 3.49-5.386 6.18-8.108 7.758l12.424.931ZM18.188 31.66c2.768-.171 7.275-3.143 11.092-8.497s5.056-10.42 4.205-12.94a2.354 2.354 0 0 0-.877-1.185 2.55 2.55 0 0 0-1.44-.47c-2.746 0-7.42 2.989-11.347 8.497-2.212 3.099-3.823 6.34-4.263 9.175-.863 5.42 2.63 5.42 2.63 5.42Z" fill="#000"/><path d="M25.364 16.165a5.726 5.726 0 0 1 2.148.01c.708.14 1.38.412 1.976.8.11.073.204.166.276.272a.941.941 0 0 1 .14.73.947.947 0 0 1-.158.347.998.998 0 0 1-.285.263 1.047 1.047 0 0 1-.767.133 1.046 1.046 0 0 1-.364-.15 3.572 3.572 0 0 0-1.25-.503 3.648 3.648 0 0 0-1.355-.01 3.574 3.574 0 0 0-1.257.486c-.381.238-.71.546-.966.906s-.436.763-.528 1.189a3.152 3.152 0 0 0-.01 1.29c.086.427.26.834.51 1.197.25.363.574.675.952.92a.972.972 0 0 1 .382.48c.07.194.074.405.01.602a.969.969 0 0 1-.37.49 1.048 1.048 0 0 1-.601.186 1.026 1.026 0 0 1-.58-.165 5.305 5.305 0 0 1-2.01-2.363 4.999 4.999 0 0 1-.29-3.028 5.165 5.165 0 0 1 1.527-2.67 5.592 5.592 0 0 1 2.83-1.412h.04Zm-8.491-6.914h-.098c-.25 0-.493-.088-.679-.248a.95.95 0 0 1-.329-.617l-.782-7.234a.919.919 0 0 1 .21-.725c.083-.1.188-.185.306-.247a1.05 1.05 0 0 1 1.14.105.974.974 0 0 1 .36.668l.776 7.24a.933.933 0 0 1-.222.707c-.17.199-.414.325-.682.351ZM3.771 7.763c.149-.214.38-.363.644-.414.264-.052.538-.002.764.138l7.06 4.41a.974.974 0 0 1 .396.482.922.922 0 0 1 .014.611.969.969 0 0 1-.376.496 1.05 1.05 0 0 1-.613.182 1.07 1.07 0 0 1-.58-.155l-7.06-4.41a.961.961 0 0 1-.415-.622.928.928 0 0 1 .166-.718ZM1.61 19.54l8.214-1.406c.265-.045.538.011.759.158.221.146.372.37.42.622a.93.93 0 0 1-.166.723c-.154.21-.389.354-.654.4l-8.207 1.405h-.18c-.258.007-.51-.08-.703-.243A.933.933 0 0 1 .97 19.88a1.03 1.03 0 0 1 .646-.358l-.005.017Z" fill="#000"/></svg> </div> <div class="observer-newsletters__in-content-inner"> <header class="newsletters-block__header"> <h2 class="newsletters-block__title"> Sign Up For Our Daily Newsletter </h2> </header> <div class="newsletters-block__form"> <input type="hidden" name="action" value="subscribe_newsletter"> <input type="hidden" name="newsletters[]" value="newsletter-daily" id="newsletter-daily"> <div class="newsletters-block__fields wp-block-button"> <input class="newsletters-block__input" aria-label="Email Address" placeholder="Email Address" type="email" name="email" required=""> <button class="wp-block-button__link in_article_single_newsletter_button" type="submit"> Sign Up </button> </div> <p class="newsletter-block__success"> Thank you for signing up! </p> <p class="newsletter-block__error"></p> <p class="newsletters-block__disclaimer"> By clicking submit, you agree to our <a href="http://observermedia.com/terms">terms of service</a> and acknowledge we may use your information to send you emails, product samples, and promotions on this website and other properties. You can opt out anytime. </p> </div> <a href="https://observer.com/subscribe/" class="newsletters-block__see-all in_article_single_newsletter_see_all_link"> See all of our newsletters </a> </div> </form> </section> <p>In June, Apple unveiled its plans to gradually roll out its take on A.I. through <a href="https://observer.com/2024/06/apple-intelligence-openai-wwdc/" data-lasso-id="2631301">Apple Intelligence</a>, a set of A.I. tools available to users of newer iPhone, iPad and Mac computers. While some of these features, which aid in proofreading messages, summarizing emails and providing a more conversational version of Siri, are now available via 18.1, Cook told analysts that more capabilities are coming soon. In December, another software update will integrate <a href="https://observer.com/company/openai/" title="OpenAI" class="company-link">OpenAI</a>’s ChatGPT and provide “even more powerful writing tools and visual intelligence experiences,” said the executive.</p><div data-ad="1" class="ad-wrapper ad-top-margin ad-has-disclaimer ad-incontent ad-mobile htlad-observer_article_instream_mobile_1" id="observer_article_instream_mobile_1"></div><div class="ad-wrapper ad-top-margin ad-desktop ad-has-disclaimer ad-incontent htlad-observer_article_instream_dsk_1" id="observer_article_instream_dsk_1"></div> <p>Apple Intelligence is currently only available in U.S. English but will expand to include localized English for the U.K., Australia, Canada, Ireland and New Zealand later this year, with plans to add more languages next April. “We’re moving just as fast as possible while ensuring quality,” said Cook.</p> <p>Even without a widespread rollout of Apple Intelligence, Apple’s iPhones appear to be selling just fine. The company, which added the new iPhone 16 and iPhone 16 Plus models to its lineup in September, saw its iPhone revenue for the July-September quarter increase by more than 5 percent year-over-year to $46.2 billion.</p> <p>iPhone sales made up nearly half of Apple’s total quarterly revenue of $94.9 billion, up 6 percent from last year. iPad sales rose by nearly 8 percent to $6.9 billion during the quarter, and Mac sales increased by 1 percent to $7.7 billion. Sales from the accessories and wearable devices sector dipped by 3 percent to $9 billion, while Apple’s services division, which includes App Store, Apple Pay, Apple TV, iCloud and Apple Music, reported record revenue of $24.9 billion for the quarter, up 12 percent from last year.</p> <p>Apple’s revenue geographically was up everywhere besides China, where the company faces lagging consumer demand and an increasingly competitive environment. Sales in the region was flat during the past quarter, falling slightly to $15.03 billion from last year’s $15.08 billion last year. The decrease was less substantial compared to <a href="https://observer.com/2024/08/apple-earnings-tim-cook-china-iphone/" data-lasso-id="2631302">dips in previous recent quarters</a>.</p><div data-ad="1" class="ad-wrapper ad-top-margin ad-has-disclaimer ad-incontent ad-mobile htlad-observer_article_instream_mobile_2" id="observer_article_instream_mobile_2"></div><div class="ad-wrapper ad-top-margin ad-desktop ad-has-disclaimer ad-incontent htlad-observer_article_instream_dsk_2" id="observer_article_instream_dsk_2"></div> <p>The company additional noted a slump in net income, which fell 35 percent year-over-year to $14.73 billion due to a one-time charge. Apple earlier this year paid $14.4 billion to the European Union as a result of a 2016 case involving its tax payments to Ireland. Excluding the fee, Apple said its net income increased 12 percent compared to the same quarter last year.</p> </p> <img itemprop="image" src="https://observer.com/wp-content/uploads/sites/2/2024/10/GettyImages-2170394586.jpg?quality=80&w=970" alt="Tim Cook Says Apple Intelligence Is Twice as Popular as Previous iOS Updates" style="display:none;width:0;"> </div> <footer class="entry-meta"> </footer> </article> <div class="breadcrumbs"> <span class="before-text"> Filed Under:</span> <a href="https://observer.com/business/" aria-label="Read articles filed under Business">Business</a>, <a href="https://observer.com/technology/" aria-label="Read articles filed under Technology">Technology</a>, <a href="https://observer.com/big-tech/" aria-label="Read articles filed under Big Tech">Big Tech</a>, <a href="https://observer.com/tag/earnings/" aria-label="Read articles filed under Earnings">Earnings</a>, <a href="https://observer.com/tag/chatgpt/" aria-label="Read articles filed under 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