{"id":26575,"date":"2025-08-10T06:11:41","date_gmt":"2025-08-10T04:11:41","guid":{"rendered":"https:\/\/www.appleking.cz\/blog\/?p=26575"},"modified":"2025-08-11T10:18:44","modified_gmt":"2025-08-11T08:18:44","slug":"tim-cook-burcuje-zamestnance-apple-stavi-vse-na-umetno-inteligenco","status":"publish","type":"post","link":"https:\/\/www.appleking.si\/blog\/tim-cook-burcuje-zamestnance-apple-stavi-vse-na-umetno-inteligenco","title":{"rendered":"Tim Cook burcuje zamestnance: \u201eApple stavi vse na umetno inteligenco!\u201c"},"content":{"rendered":"

\"\"<\/a><\/p>\n

Le dan po objavi odli\u010dnih finan\u010dnih rezultatov za tretje fiskalno \u010detrtletje 2025 je direktor podjetja Apple Tim Cook sklical izredno sre\u010danje vseh zaposlenih v gledali\u0161\u010du Steve Jobs Theater. To ni bila obi\u010dajna \u00bbtown hall\u00ab seja, ampak jasen signal: Apple jemlje umetno inteligenco smrtno resno in namerava v tej panogi dohiteti (in prehiteti) konkurenco. Podjetje zaenkrat ni preve\u010d uspe\u0161no na podro\u010dju AI, uporabniki pa Apple Intelligence \u0161e niso sprejeli tako, kot je pri\u010dakovalo vodstvo podjetja. Kaj namerava Apple spremeniti, da bo iz \u00bbpretepenca\u00ab postal vodilni na podro\u010dju umetne inteligence?<\/p>\n

\u201eApple mora to storiti. Apple bo to storil.\u201c<\/h1>\n

\"Is<\/p>\n

Cook je zaposlenim zaupal, da AI \u0161teje za revoluci, primerljivo \u2013 ali celo ve\u010djo \u2013 kot je bil prihod interneta, pametnih telefonov, oblaka ali aplikacij. In je jasno dodal:<\/p>\n

\u201eApple mora to storiti. Apple bo to storil. To je prilo\u017enost, ki je na\u0161a.\u201c<\/em><\/p><\/blockquote>\n

Cook je tako prvi\u010d odkrito priznal, da je Apple v razvoju generativne umetne inteligence zaostal \u2013 hkrati pa obljubil, da se bo to hitro spremenilo. Po njegovih besedah podjetje masivno vlaga v AI, reorganizira ekipe in ne izklju\u010duje niti prevzemov, ki bi mu pomagali pospe\u0161iti pot naprej.<\/p>\n

Notranje zmedo, beg „mo\u017eganov“ in nova smer razvoja<\/h1>\n

Sre\u010danje poteka v trenutku, ko Apple soo\u010da z odhodom vrhunskih strokovnjakov k konkurenci, predvsem k projektu Superintelligence Labs pod okriljem Met(y). Poleg tega v podjetju potekajo trenja med ekipami, prihaja do sprememb v vodstvu in nejasnosti glede strategije.<\/p>\n

\"Report:<\/p>\n

Eden od primerov je ekipa, ki stoji za Siri, ki je bila o\u010ditno presene\u010dena z odlo\u017eitvijo nove razli\u010dice te glasovne asistentke in dejstvom, da se je Apple namesto lastne re\u0161itve odlo\u010dil za sodelovanje s podjetji, kot sta OpenAI ali Anthropic.<\/p>\n

V ozadju se \u0161pekulira o interesu Appla za nakup AI iskalnika Perplexity \u2013 \u010deprav Cook zaenkrat \u0161e ni potrdil nobenih konkretnih na\u010drtov.<\/p>\n

Federighi: \u201eHibridna Siri ni delovala.\u201c<\/h1>\n

\"Apple's<\/p>\n

V razpravo se je vklju\u010dil tudi Craig Federighi, vodja oddelka za programsko opremo, ki je opisal, zakaj je podjetje moralo spremeniti na\u010drte za novo Siri:<\/p>\n

\u201e\u017deleli smo zdru\u017eiti dve razli\u010dni arhitekturi \u2013 eno za obi\u010dajne naloge, kot je dodajanje dogodkov v koledar ali nastavljanje \u010dasovnika, drugo pa temelje\u010do na velikih jezikovnih modelih. Ugotovili pa smo, da hibridni pristop ne zagotavlja kakovosti, ki jo uporabniki pri\u010dakujejo od Applovih izdelkov,\u201c je dejal Federighi.<\/em><\/p><\/blockquote>\n

Iz tega je jasno, da namerava Apple iti po poti popolnoma integrirane generativne umetne inteligence, ki bo ponudila novo, veliko pametnej\u0161o Siri \u2013 seveda \u0161ele takrat, ko bo resni\u010dno pripravljena in varna.<\/p>\n\n\n

Apple ni bil nikoli prvi \u2013 vendar \u017eeli biti najbolj\u0161i<\/h1>\n

Cook je med sre\u010danjem spomnil na znano zgodovino podjetja:<\/p>\n

\u201eNismo prvi. Pred Macom je bil PC, pred iPhonom pametni telefon, pred iPadom tabli\u010dni ra\u010dunalnik, pred iPodom MP3 predvajalnik. A mi smo te kategorije na novo izumili. In to\u010dno tako gledam tudi na AI.\u201c<\/em><\/p><\/blockquote>\n

S tem je pomiril skrbi, da je Apple v tekmi s konkurenco, kot so Google, Microsoft ali Meta, zaspal. Nasprotno \u2013 po Cookovih besedah ima Apple prilo\u017enost ponuditi AI izku\u0161nje, ki bodo bistveno bolj\u0161e, varnej\u0161e in uporabniku prijaznej\u0161e.<\/p>\n

\"The<\/p>\n

Sre\u010danje je obravnavalo tudi druge teme. Cook je omenil nalo\u017ebe v zdravstvene pobude, kot so spremljanje sr\u010dnega utripa ali razvoj neopaznih zdravstvenih senzorjev. Nadalje je pohvalil uspe\u0161nost Apple TV+, katerega gledanost in produkcijske ambicije \u0161e naprej rastejo.<\/p>\n

Prav tako je napovedal, da bo dolgoletni operativni direktor Jeff Williams kmalu od\u0161el v pokoj, kar pomeni eno najve\u010djih kadrovskih sprememb v zadnjih letih.<\/p>\n

Kaj to pomeni za uporabnike?<\/h1>\n

Uporabniki Applovih naprav se lahko veselijo pomembnih novosti na podro\u010dju umetne inteligence \u2013 od nove Siri do pametnih funkcij v sistemih iOS, macOS in watchOS. Toda kot je za Apple zna\u010dilno, podjetje ne bo hitelo. Cook in njegova ekipa so jasno pokazali, da bodo kakovost, varnost in integracija v ekosistem pomembnej\u0161e od tega, kdo bo prvi.<\/p>\n

\"iPhone<\/p>\n

Prihodnost Applu je (vse bolj) zasnovana na Apple Intelligence \u2013 ne le kot marketin\u0161ki pojem, ampak kot dolgoro\u010dna vizija, ki ima potencial spremeniti na\u010din, kako komuniciramo s tehnologijami.<\/p>\n","protected":false},"excerpt":{"rendered":"

Le dan po Pokra\u010dovat ve \u010dten\u00ed…<\/a><\/p>\n","protected":false},"author":21716,"featured_media":26525,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true,"jetpack_social_options":[]},"categories":[3420],"tags":[],"jetpack_publicize_connections":[],"yoast_head":"\nTim Cook burcuje zamestnance: \u201eApple stavi vse na umetno inteligenco!\u201c - AppleKing Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.appleking.si\/blog\/tim-cook-burcuje-zamestnance-apple-stavi-vse-na-umetno-inteligenco\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Tim Cook burcuje zamestnance: \u201eApple stavi vse na umetno inteligenco!\u201c - 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