We can’t help but be excited by generative AI: Apple's Greg Joswiak

livemint.com:

I don’t remember seeing a thing quite like that," remarks Greg Joswiak on digital artist Dhruv Jani’s labyrinthian game. Jani and other digital artists who brought their creations to life with iPads and MacBooks at the recently concluded India Art Fair 2024, are meeting Joswiak, senior vice-president of worldwide marketing at Apple, at the tech company’s Mumbai office. “One of the things we see constantly indicative of this generation is (that) they are always trying to make the world better," says Joswiak, who was in India last month.

“Each of them had a purpose that was bigger in scope than just making something that was entertaining or beautiful... I feel this incredible sense of optimism for everything going on around me because I think that we align so well with this generation."  Also read: Apple iPhone 15 Pro Max vs Google Pixel 8 Pro: The camera phone face-off Joswiak, also known as “Joz", is an Apple veteran. Since joining Apple in 1986, he has played a key role in developing and launching iconic products like the original iPod and the iPhone before taking on the mantle of arguably the world’s best marketing machine.

The company has, of course, now moved beyond those two products. The Apple Vision Pro, a much-hyped mixed reality headset, is in the spotlight globally after its recent launch in February. The other facet of technology where everyone expects an ‘Apple’ moment is artificial intelligence (AI).

“It still relatively early days," Joswiak says, on generative AI. Despite the new products they work on, the company still lavishes attention on the Mac lineup—a new MacBook Air powered by the latest M3 chip just dropped this week. The Mac harks back to the days of desktop publishing but creatives have long had