I think if Cook had vision, he could have started something called Apple Enterprise and sold Apple Silicon as a server and made AI chips. I agree he’s too conservative and has no product vision. Great manager though.

I was pleasantly surprised Apple Silicon came out at all. Someone has their eye on long term vision at Apple at least, they just didn't do this on a whim.

They did have Xserve back in the day. As great as Apple silicon is for running local llms along with being a general-purpose computing device, it’s not clear that Apple silicon have enough of a differentiating advantage over a rack of nvidia gpus to make it worthwhile in enterprise…

I think that would spread Apple’s chip team too thinly between competing priorities - and require them to do E2E stuff they’d never be interested in doing. What’s always happened, even during Jobs, is that Apple would do something nice and backend-y, and then not be able to keep it up as they’d pour resources into some consumer product. (See: WebObjects, Xserve, Mac OS Server.)

Apple silicon does not compete well in multicore spaces. People seem to think that because it can run single core things really well on a laptop, it can do anything. Servers regularly have 100-200 cpu cores maxing out of rapid fire threads. This is not what Apple silicon excels at.

On top of that, it only performs so well on consumer devices because they control the hardware and OS and can tune both together. Creating server hardware would mean allowing linux to be installed on it, and would need to run equally well. Apple would never put the development time into linux kernel/drivers to make this happen.

Is expansion to all possible markets really a sign of product vision? Windows is in everything from ATMs to servers to cheap laptops, and I am not sure it’s a better product for it OR that Microsoft makes more money that way. Certainly the support burden for a huge number of long tail applications is huge.

And I suppose we’re giving credit to other people for Watch, AirPods, Vision Pro?

It doesn't just end with AI, but it seems the most blatant. At a bare minimum, he could assign someone to fulfill that vision for AI. Google has their own chips which they scale. Apple doesn't need to rebuild ChatGPT, but they could very much do what Microsoft does with Phi and provide Apple Silicon trained and optimized base models for all their users. It seems they are already doing something for XCode and Swift, but they're just barely scratching the surface.

I remember when the iPhone X became a thing, it was because consumers were extremely underwhelmed by Apple at the time. It's like they kicked it up less than a notch sadly.

If Tim Cook decided to be a little more of a visionary, I would say keep him. I would at least prefer he would delegate someone to do the visionary work, he will eventually need a successor.

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