Published on February 2, 2024, 10:18 am

Apple To Embrace Generative Ai Trend With New Software Features, Says Ceo Tim Cook

Apple CEO Tim Cook has confirmed that the company will be joining the generative artificial intelligence (AI) trend by announcing AI software features for its customer products later this year. Despite being one of the few companies not fully embracing AI, Cook stated during a call with analysts after Apple’s fiscal first-quarter earnings report that Cupertino is investing considerable time and effort into AI technologies.

Cook also mentioned Apple’s upcoming Vision Pro mixed reality headset and emphasized the company’s commitment to investing in technologies that will shape the future. He expressed enthusiasm about sharing further details regarding their ongoing work in the AI space later this year. When asked about Apple’s AI ambitions, Cook acknowledged that there is extensive internal research taking place, particularly in generative AI.

Apple previously broke its silence on generative AI in May last year, stating its interest in incorporating the technology into future products. However, the company expressed a more cautious approach compared to competitors like Microsoft. Recent reports have indicated that Apple intends to run its AI models on devices rather than relying on cloud-based solutions to mitigate potential issues such as hallucinations and excessive energy consumption.

Expectations are high for Apple’s announcements related to AI and Siri at the upcoming Worldwide Developers Conference (WWDC) event in June. Tech industry insider Mark Gurman suggested that iOS 18 may bring significant updates to Apple’s operating system, potentially introducing numerous new AI features.

While Google and Samsung have been actively promoting AI capabilities in their latest handsets, such as real-time language translations and advanced video- and photo-editing abilities, Apple has been comparatively slower to participate in the generative AI revolution. However, it seems that this year will mark a shift for Apple as it joins the growing field of generative AI.

Only time will tell if Apple’s initially cautious approach pays off. Nonetheless, tech enthusiasts eagerly await further details on how Apple plans to harness the power of generative AI to enhance customer experiences across its product lineup.


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