Apple Still Plans to Sell iPhones When It Turns 100

As Apple reaches its 50th year, company leaders remain focused on what comes next, rather than dwelling on past glories. While the milestone has inspired celebrations and retrospectives, the company keeps its eyes on continued innovation.

Looking Forward, Not Back

Apple's approach contrasts with some nostalgia seen in the tech world. According to Greg Joswiak, Apple’s senior vice president of worldwide marketing, reflecting on the past isn’t the company’s way: "If you look backward in this business, you'll be crushed." Instead, Apple favors progress and reinvention.

The Role of AI in Apple's Future

Artificial intelligence has become the defining force in technology today. While some critics believe Apple lags behind in AI innovation, executives disagree. Joswiak points out that Apple has built AI features into its products for years, noting, “We were doing AI before we called it AI!” Hardware engineering head John Ternus emphasizes, “Our products are the best place people will use the existing AI tools.”

Is the iPhone Here to Stay?

Even as competitors develop new devices purpose-built for AI, Apple executives assert that the iPhone will remain central. Joswiak believes that despite industry guesses about radical change, future technology will still center around the iPhone. “The iPhone is not going to go away. It will serve a very central role in any of those things you’re talking about,” he says.

Apple’s Vision for the Next Century

When asked about Apple in another 50 years, CEO Tim Cook points to the company’s people, values, and culture as the secret to lasting success. Cook doesn’t foresee AI replacing Apple’s human leadership anytime soon, but rather expects those core qualities to define the company well into its next chapter and beyond.

For the full story and more in-depth insights, read the original article by Steven Levy on WIRED.