{"id":26577,"date":"2025-08-10T06:11:45","date_gmt":"2025-08-10T04:11:45","guid":{"rendered":"https:\/\/www.appleking.cz\/blog\/?p=26577"},"modified":"2025-08-05T10:32:55","modified_gmt":"2025-08-05T08:32:55","slug":"tim-cook-potice-zaposlenike-apple-ce-sve-uloziti-u-umjetnu-inteligenciju","status":"publish","type":"post","link":"https:\/\/www.appleking.hr\/blog\/tim-cook-potice-zaposlenike-apple-ce-sve-uloziti-u-umjetnu-inteligenciju","title":{"rendered":"Tim Cook poti\u010de zaposlenike: „Apple \u0107e sve ulo\u017eiti u umjetnu inteligenciju!“"},"content":{"rendered":"

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

Samo dan nakon \u0161to je objavio sna\u017ene financijske rezultate za tre\u0107i fiskalni kvartal 2025., izvr\u0161ni direktor Applea Tim Cook sazvao je izvanredni sastanak cijele tvrtke u kazali\u0161tu Steve Jobs. Nije to bila tipi\u010dna „gradska“ sjednica, ve\u0107 jasan signal: Apple vrlo ozbiljno shva\u0107a umjetnu inteligenciju i namjerava susti\u0107i (i presti\u0107i) konkurenciju u njoj. Tvrtka do sada nije bila ba\u0161 uspje\u0161na na podru\u010dju umjetne inteligencije, a korisnici jo\u0161 nisu prihvatili Apple Intelligence koliko bi uprava tvrtke o\u010dekivala. Pa \u0161to Apple namjerava promijeniti kako bi ga od „slabice“ pretvorio u lidera na podru\u010dju umjetne inteligencije?<\/p>\n

„Apple to mora u\u010diniti. Apple \u0107e to u\u010diniti.“<\/strong><\/h1>\n

\"Is<\/p>\n

Cook je zaposlenicima rekao da umjetnu inteligenciju smatra revolucijom usporedivom s – ili \u010dak ve\u0107om – od pojave interneta, pametnih telefona, oblaka ili aplikacija. I nedvosmisleno je dodao:<\/p>\n

„Apple to mora u\u010diniti. Apple \u0107e to u\u010diniti. Ovo je na\u0161a prilika.“<\/em><\/p><\/blockquote>\n

Cook je prvi put otvoreno priznao da Apple zaostaje u razvoju generativne umjetne inteligencije \u2013 i istovremeno obe\u0107ao da \u0107e se to brzo promijeniti. Prema njegovim rije\u010dima, tvrtka masovno ula\u017ee u umjetnu inteligenciju, reorganizira timove i ne isklju\u010duje akvizicije koje \u0107e joj pomo\u0107i da ubrza svoj put naprijed.<\/p>\n

Unutarnji previranja, brainstorming i novi smjer razvoja<\/strong><\/h1>\n

Sastanak se odr\u017eava u vrijeme kada se Apple suo\u010dava s odlaskom vrhunskih stru\u010dnjaka konkurenciji, posebno u projekt Superintelligence Labs pod pokroviteljstvom Met(y). \u0160tovi\u0161e, postoje trenja me\u0111u timovima, promjene u vodstvu i zbunjenost oko strategije unutar tvrtke.<\/p>\n

\"Report:<\/p>\n

Jedan primjer je tim koji stoji iza Sirija, koji je o\u010dito bio iznena\u0111en odgodom nove verzije ovog glasovnog asistenta i \u010dinjenicom da je Apple odlu\u010dio sura\u0111ivati s tvrtkama poput OpenAI-a ili Anthropica umjesto vlastitog rje\u0161enja.<\/p>\n

Osim toga, iza kulisa se naga\u0111a o Appleovom interesu za kupnju AI tra\u017eilice Perplexity \u2013 iako Cook jo\u0161 nije potvrdio nikakve konkretne planove.<\/p>\n

Federighi: „Hibridni Siri nije uspio“<\/strong><\/h1>\n

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

Craig Federighi, voditelj softvera, tako\u0111er se pridru\u017eio raspravi, opisuju\u0107i za\u0161to je tvrtka morala revidirati planove za novi Siri:<\/p>\n

„\u017deljeli smo kombinirati dvije razli\u010dite arhitekture – jednu za uobi\u010dajene zadatke poput dodavanja doga\u0111aja u kalendar ili postavljanja timera, drugu temeljenu na velikim jezi\u010dnim modelima. Ali otkrili smo da nam hibridni pristup ne bi pru\u017eio kvalitetu koju korisnici o\u010dekuju od Applea“, rekao je Federighi.<\/em><\/p><\/blockquote>\n

Iz ovoga je jasno da Apple namjerava i\u0107i putem potpuno integrirane generativne umjetne inteligencije, koja \u0107e ponuditi novi, puno pametniji Siri – ali tek kada bude zaista spreman i siguran.<\/p>\n\n\n

Apple nikada nije bio prvi – ali \u017eeli biti najbolji<\/strong><\/h1>\n

Tijekom sastanka, Cook se osvrnuo na dobro poznatu povijest tvrtke:<\/p>\n

„Nismo uvijek prvi. Postojalo je ra\u010dunalo prije Maca, pametni telefon prije iPhonea, tablet prije iPada, MP3 player prije iPoda. Ali mi smo ponovno izmislili te kategorije. I upravo tako ja gledam na umjetnu inteligenciju.“<\/em><\/p><\/blockquote>\n

Na taj je na\u010din ubla\u017eio zabrinutost da je Apple zaostao u utrci s konkurentima poput Googlea, Microsofta ili Mete. Naprotiv – prema Cooku, Apple ima priliku ponuditi AI iskustva koja \u0107e biti znatno bolja, sigurnija i jednostavnija za kori\u0161tenje.<\/p>\n

\"The<\/p>\n

Sastanak se dotaknuo i drugih tema. Cook je spomenuo ulaganja u zdravstvene inicijative, poput pra\u0107enja otkucaja srca i razvoja diskretnih zdravstvenih senzora. Pohvalio je i performanse Apple TV+, koji i dalje raste u gledanosti i produkcijskim ambicijama.<\/p>\n

Tako\u0111er je najavio da \u0107e dugogodi\u0161nji operativni direktor Jeff Williams uskoro oti\u0107i u mirovinu, \u0161to ozna\u010dava jednu od najve\u0107ih kadrovskih promjena u posljednjih nekoliko godina.<\/p>\n

\u0160to \u0107e to zna\u010diti za korisnike?<\/strong><\/h1>\n

Korisnici Applea mogu se veseliti velikom valu AI inovacija – od novog Sirija do inteligentnih zna\u010dajki u iOS-u, macOS-u i watchOS-u. Ali kao \u0161to je uobi\u010dajeno kod Applea, tvrtka se ne \u017euri. Cook i njegov tim jasno su dali do znanja da \u0107e kvaliteta, sigurnost i integracija u ekosustav biti va\u017eniji od toga tko do\u0111e prvi.<\/p>\n

\"iPhone<\/p>\n

Appleova budu\u0107nost (sve vi\u0161e) se gradi na Appleovoj inteligenciji – ne samo kao marketin\u0161kom izrazu, ve\u0107 kao dugoro\u010dnoj viziji koja ima potencijal promijeniti na\u010din na koji komuniciramo s tehnologijom.<\/p>\n","protected":false},"excerpt":{"rendered":"

Samo dan nakon \u0161to 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":[3430],"tags":[],"jetpack_publicize_connections":[],"yoast_head":"\nTim Cook poti\u010de zaposlenike: "Apple \u0107e sve ulo\u017eiti u umjetnu inteligenciju!" - 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.hr\/blog\/tim-cook-potice-zaposlenike-apple-ce-sve-uloziti-u-umjetnu-inteligenciju\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Tim Cook poti\u010de zaposlenike: "Apple \u0107e sve ulo\u017eiti u umjetnu inteligenciju!" - 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