Apple CEO Tim Cook has highlighted London’s exceptional talent and potential as a major hub for the artificial intelligence (AI) revolution. Speaking during his visit to the capital, Cook lauded the city’s creativity, vibrancy, and innovation, calling it “unbelievable” and essential for Apple’s future.

Cook’s visit coincides with the UK launch of Apple Intelligence, a new AI system integrated into iPhones, iPads, and Mac computers. He emphasized London’s role in the tech world, noting that Apple has doubled its engineering workforce in the city over recent years, with many contributing to AI development.

During an exclusive interview, Cook underscored Apple’s commitment to lightweight regulation to foster innovation, stating that stifling creativity would hinder London’s status as a global technology hub. He also emphasized the importance of access to capital and a thriving creative community.

Cook visited the Caius Centre in Battersea, where Apple supports local digital skill training through donations of iPads and MacBooks. The company’s newly refurbished Battersea Power Station headquarters demonstrates its significant investment in the UK, where it claims to have spent over £18 billion in the past five years.

London, Apple’s second-largest market for Apple TV+, also plays a pivotal role in its media production efforts. Cook praised the city’s appeal, saying, “The talent in London is unbelievable, and people love living here.”

While affirming London’s importance, Cook ruled out moving Apple’s European headquarters from Cork, Ireland, instead highlighting the complementary roles of both locations.