Tim Cook Affirms Apple’s Development of Generative AI, Anticipates Users to Experience New Features by 2024


During an investor call, Apple CEO Tim Cook verified the company’s ongoing development of generative AI, emphasizing their commitment to responsible utilization of this emerging technology.

Following the launch of OpenAI’s impressive generative AI chatbot, ChatGPT, discussions about Apple developing a similar technology have circulated online. Apple CEO Tim Cook has now confirmed these speculations, stating in August that the company has been actively working on generative AI capabilities for years and will continue to invest in the technology. During a recent investor call, Cook reiterated Apple’s commitment to responsible development in the field of generative AI, mentioning ongoing efforts in the area.

According to a report from 9 to 5 Mac, Cook discussed Apple’s generative AI initiatives during the investor call, emphasizing the company’s dedication to responsible deployment of the technology. While rumors suggest potential AI features for users by 2024, Cook cautioned that such information should be taken with caution as it remains unconfirmed speculation.

During the call, Cook refrained from divulging specific details about Apple’s generative AI work, stating, “In terms of generative AI, obviously, we have work going on. I’m not going to get into details about what it is, because as you know, we really don’t do that. But you can bet that we’re investing. We’re investing quite a bit. We’re going to do it responsibly, and it will. You will see product advancements over time where those technologies are at the heart of them.”

In a previous interview with Reuters in August, Cook had hinted at Apple’s commitment to generative AI, highlighting the company’s substantial investment in AI technologies over the years. Apple’s robust research and development spending, totaling USD 22.61 billion for the fiscal year, reflects its dedication to innovation in various AI technologies, including generative AI.

Notably, Apple is actively recruiting for generative AI roles, as evident from its US careers page, where searching for the keyword ‘Generative AI’ yields multiple relevant job listings.

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