There's a lot of things we love about iPhones but, God help us, the battery is not one of them.
There's no doubt that it has improved over the years but we still yearn for the days when you could leave the house for the day without a charger crammed into your bag.
Luckily, Apple CEO reckons he's figured out the secret to better battery performance and it's... artificial intelligence.
Cook told the Asia Nikkai Review that he believes AI is a key component of the future of the iPhone and will massively contribute to improving performance on devices.
He explained that AI is "horizontal in nature, running across all products" and is used "in ways that most people don't even think about."
He continued to suggest that AI could not only increase battery life but also recommend some new music and even "help you remember where you parked your car".