Apple CEO Tim Cook reveals how millions are engaging with Apple Intelligence

Apple CEO Tim Cook revealed how iPhone users are engaging with Apple Intelligence, highlighting popular features and how AI tools are shaping daily device use.

Apple CEO Tim Cook has shed light on how users interact with Apple Intelligence during the company’s fiscal Q1 2026 earnings call. While Apple traditionally keeps such data broad, Cook shared some insights into the adoption and usage of its AI-powered features.

Apple CEO Tim Cook revealed how users are adopting and using Apple Intelligence on iPhones. (AP)

By MD Ijaj Khan

Ijaj Khan is a technology journalist and Senior Content Producer at Hindustan Times, with over three years of experience covering the consumer technology industry. His work spans smartphones, laptops, wearables, gaming, appliances and AI - from hands-on reviews, comparison and buying guides to breaking news and in-depth features that help readers cut through the noise and make informed decisions. Before joining HT Tech, he worked with Jagran New Media, where he sharpened his instincts for fast-paced digital reporting. He holds a Post Graduate Diploma in English Journalism and Mass Communication from the Indian Institute of Mass Communication (IIMC), Delhi. Whether he's testing the latest flagship smartphone, tracking a major AI announcement, or putting a gaming laptop through its paces, Ijaj approaches every story with the same goal - making technology feel relevant and easy to understand for everyday users, not just enthusiasts. When he's not in front of a screen for work, he's usually travelling to a new city, hunting for great food, or keeping tabs on what's next in tech before everyone else catches on.

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Adoption Across Devices

Cook noted that a majority of users on Apple Intelligence-enabled iPhones are actively using the technology. He did not provide exact numbers, making it difficult to measure adoption precisely, 9to5Mac reported. Apple also did not disclose how many iPhones are compatible with Apple Intelligence. Still, the CEO mentioned this point shortly after reporting that Apple now has 2.5 billion active devices worldwide.

Features in Use

Although Cook did not fully define what constitutes “active use” of Apple Intelligence, he highlighted several features as examples. Writing Tools and Clean Up were mentioned, but the CEO emphasised Visual Intelligence as a standout feature. Visual Intelligence allows users to interact with content on their iPhone screens more efficiently, speeding up searches, taking actions, and answering questions across apps.

Bridging Language Barriers

Cook also pointed to Apple’s Live Translation feature, which lets users communicate across languages more easily. He said the company has received numerous stories from users showing how Live Translation helps them interact seamlessly with people worldwide.

A Growing Part of Apple’s Ecosystem

Over recent quarters, Apple Intelligence has become part of Cook’s standard update on business performance, alongside iPhone, iPad, Mac, Apple Watch, AirPods, retail, and services. While the details remain high-level, the inclusion signals Apple’s growing focus on AI technologies.

In short, while Apple does not release precise figures or detailed usage statistics, Cook’s remarks suggest that Apple Intelligence is becoming an integral tool for millions of users, aiding productivity, visual searches, and cross-language communication.