“One of the recurring observations we notice about this generation is their persistent drive to enhance the world,” mentions Joswiak, who recently visited India. “Each individual within this cohort seems to be propelled by a purpose that extends beyond mere entertainment or aesthetics… I am filled with a profound sense of optimism witnessing the ongoing developments, as I believe our alignment with this generation is remarkable.”
Joswiak, fondly known as “Joz”, boasts a rich history with Apple. Since his inception at Apple in 1986, he has been instrumental in the conception and launch of revolutionary products like the original iPod and the iPhone, eventually assuming the role of spearheading what many consider the world’s most effective marketing machinery.
While the company has diversified its product portfolio beyond the iconic devices, the spotlight is currently on the Apple Vision Pro, a highly anticipated mixed reality headset that garnered global attention following its recent debut in February. Another realm of technology poised for an ‘Apple’ breakthrough is artificial intelligence (AI). “We are still in the nascent stages,” Joswiak comments on generative AI.
Despite venturing into new product categories, Apple continues to prioritize the Mac lineup—a prime example being the recent launch of a new MacBook Air featuring the latest M3 chip. The Mac, reminiscent of the era of desktop publishing, has always resonated strongly with creative professionals, despite its relatively modest share in the market. Joswiak emphasizes, “The Mac is ingrained in our DNA, defining our identity and serving as the initial draw for many of us to join the company.”
He elaborates on the Mac’s versatility, catering to a diverse range of customer segments including students, small businesses, and enterprises. The Mac has undoubtedly benefited from the widespread popularity of the iPhone, which has in turn facilitated broader adoption of all Apple technologies.
Discussing the iPhone, Joswiak views professional video cameras as competitors to iPhone video capabilities. “The appeal to filmmakers lies in the inconspicuous nature of using a phone—they can seamlessly blend into the scene without the intrusion of bulky camera rigs,” explains Joswiak. “The iPhone enables a more intimate interaction with the surroundings, a benefit that extends to all users.”
The buzz surrounding generative AI has dominated discussions in the tech sphere. Competitors like Google (Gemini), Samsung (Galaxy AI), and Microsoft (CoPilot in collaboration with OpenAI) are ramping up their gen-AI offerings. However, Joswiak highlights that AI and machine learning have been integral to Apple products since the inception of the neural engine. “While AI PCs are making headlines, every Mac powered by Apple Silicon essentially functions as an AI PC. The prospects of generative AI and the advancements in large language models (LLM) are truly exciting…and owing to the neural engine, many are leveraging the Mac to run complex models,” he notes. He acknowledges that there are still challenges to address in the realm of generative AI, ranging from hallucination to bias to copyright concerns.
Shifting focus to Apple’s presence in India, which has transitioned from a minor entity to a prominent feature in quarterly earnings discussions, Joswiak, who last visited the country in 2017, outlines the factors driving this transformation. “My visit in 2017 aimed to explore how we could best cater to the Indian market, not just in terms of products but holistically,” he states. Apple’s investments in local manufacturing and an extensive retail push in 2023, including the opening of new stores in Delhi and Mumbai, underscore the company’s commitment to India. “We are currently witnessing substantial growth,” he affirms.
Novel products and strategies
The Apple Vision Pro, positioned as a competitor to Meta Quest and HTC Vive, has elicited mixed reactions from users. While some laud the futuristic VR headset, others question its true potential. How might Apple’s foray into spatial computing impact its existing product categories? Joswiak draws parallels to Apple’s past ventures into new domains.
“For instance, when the iPad was introduced, there were speculations about it replacing the Mac. In reality, it complemented the Mac— a significant percentage of Mac users also own iPads, and vice versa. These are distinct tools serving different purposes,” he explains. Joswiak underscores that the Vision Pro offers a unique experience of working in a three-dimensional environment with an infinite canvas, a concept that transcends conventional screen limitations. “The Vision Pro facilitates seamless integration of content with existing products… Everything seamlessly integrates, as envisioned for the Vision Pro from the outset.”
He reveals that Apple will unveil its plans for expansion beyond the US markets later this year. Early indicators are promising. “I was truly impressed,” Joswiak shares. “During the launch at our Fifth Avenue store in New York, enthusiasts from around the globe, including India, flocked to acquire the product on its debut, creating an electrifying atmosphere.”
Tushar Kanwar, a renowned tech columnist and commentator, can be found on Twitter @2shar.
