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Fortune
Fortune
Christiaan Hetzner

Apple's Tim Cook loath to hype up A.I. like Elon Musk, Microsoft or Google

Tim Cook Apple Microsoft Google an Elon Musk Tesla Inc. Artificial Intelligence
Tim Cook isn't interested in engaging in breathy hype around A.I. to pump his stock like other CEOs. (Credit: Tasos Katopodis—Getty Images)

Tim Cook may not enjoy the same stature of an Elon Musk, but he has quietly run the world’s most valuable company since 2011—without the need for flashy promises of cyborgs or permanent settlements on Mars.

And he’s not about to be lured into copying the Tesla CEO by promising a “ChatGPT moment” for Apple investors, either. 

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