Apple CEO Tim Cook: “A New iPhone Era Has Begun”

Apple CEO Tim Cook recently visited London to highlight Apple’s commitment to the U.K. and discuss the company’s future. The trip included Cook welcoming King Charles III to Apple’s headquarters in Battersea on Dec. 12.

Apple has invested over $22 billion (£18 billion) in the U.K. over the past five years. Cook praised London as a growing hub for artificial intelligence and noted Apple’s doubling of its engineering workforce in the city.

Cook shared his excitement about Apple Intelligence, the company’s latest innovation. The new features, part of iOS 18.2, bring advanced tools to everyday apps like Notes and Mail. He described it as a “whole new era for iPhone”, emphasizing its deep integration across all major applications.

During the visit, Cook also met with young app developers and spoke to teens at Caius House, a local youth center. He encouraged them to pursue their creativity and passions. “We’re all creative at the end of the day,” he said, adding that Apple’s tools aim to empower people to express themselves.

King Charles III attended a demonstration of Apple Intelligence features. The king appeared particularly interested in Image Wand, a tool that turns simple drawings into artwork.

Cook ended his visit by calling Apple Intelligence a “foundational and huge” step for the future. He stressed Apple’s focus on democratizing technology—making powerful tools, like hearing tests on AirPods Pro 2, accessible to everyone.

With Apple’s continued investment in AI and creativity, Cook believes this marks the beginning of a major shift for iPhone users worldwide.