During a pivotal Q3 2025 earnings call, Apple CEO Tim Cook directly addressed growing speculation regarding the transformative power of artificial intelligence and its potential to introduce revolutionary new hardware form factors, which some believe could eventually diminish the dominance of screen-based devices like the iPhone. This discussion comes at a time when the tech industry is buzzing with innovation, pushing the boundaries of what consumers expect from their personal technology.
When pressed on whether Apple foresees a future where reliance on traditional smartphones might wane due to significant AI-driven shifts in how individuals interact with technology, Cook offered a measured but firm rebuttal. His response aimed to quell concerns while acknowledging the dynamic nature of technological advancement and its implications for user experience within the realm of artificial intelligence.
Although the specific question posed during the call did not explicitly reference the high-profile new partnership between OpenAI and Jony Ive’s design firm, it was undeniably a significant undercurrent in the minds of both the questioner and Cook himself. This recent collaboration has ignited considerable discussion within the tech community about the next generation of AI-enabled devices and their potential to redefine user interfaces, prompting deeper thought on future gadgets.
It is also noteworthy to recall a previous instance where Apple’s Eddy Cue had floated the provocative idea of the iPhone “disappearing” by 2035. This past commentary, while seemingly aligned with current AI discussions, originated from a vastly different strategic context, underscoring the nuanced evolution of Apple’s long-term vision and public statements regarding its flagship product.
Cue’s earlier remarks were, in fact, strategically positioned to downplay Apple’s extensive partnership with Google, serving as a tactical maneuver to bolster its stance in the ongoing antitrust legal proceedings against the search giant. This distinction highlights how Apple’s public discourse can often be influenced by broader market dynamics and legal considerations, rather than solely by product development timelines for innovative technology.
Tim Cook succinctly articulated Apple’s current philosophy, stating, “That doesn’t mean that we are not thinking about other things as well, but I think that the devices are likely to be complementary devices, not substitution.” This statement provides crucial insight into Apple’s strategic roadmap, suggesting an evolution where AI-powered gadgets enhance, rather than replace, existing product lines like the iPhone.
While it is hardly a revelation that Apple is constantly exploring innovations beyond its existing product portfolio as conduits for advanced artificial intelligence technology, Cook’s official acknowledgment of potential future product directions is less common. Such pronouncements from the company’s highest leadership offer rare glimpses into its strategic priorities and long-term vision in a rapidly evolving technological landscape.
This candid admission from the Apple CEO signifies the company’s proactive engagement with the profound implications of generative AI and its influence on hardware design. It confirms that Apple is not just observing but actively planning for a future where intelligent interfaces and novel technology form factors will play an increasingly central role in how consumers interact with their digital world, ensuring the brand remains at the forefront of tech innovation.
