Apple CEO Tim Cook revealed during the company’s quarterly earnings call that Apple may soon bring generative artificial intelligence (AI) capabilities to its devices. Speaking about the Cupertino-based company’s achievements last quarter, Cook explained that the company is spending “an enormous amount of time and effort” on AI. Without giving any details, Cook also hinted that these features could be released later this year. If Apple moves into the generative AI field, it will compete with companies like Microsoft, Google, and OpenAI.
During the conference, Cook mentioned AI several times and once talked specifically about generative AI. Offering his prepared statements, the Apple CEO said, (translated) “As we look ahead, we will continue to invest in these and other technologies that will shape the future. This also includes Artificial Intelligence, where we continue to spend a tremendous amount of time and effort, and we’re excited to share details of our ongoing work in that area later this year.
Despite naming the emerging technology, Cook did not provide any information about what exactly Apple is working on or which devices are likely to get AI features. Responding to an expert’s question regarding any thoughts on potential upcoming announcements on AI, Cook said, “In terms of generative AI, which I think is your focus, we have a lot of work going on internally. As I mentioned earlier. Our M.O., if you like, has always been to work and then talk about work, so we’ll keep it limited to that as well. But we’ve got a few things that We’re incredibly excited about that and we’ll talk later this year.”
Cook may not have revealed much, but rumors of Apple entering the generic AI arena have been surfacing for some time. Bloomberg’s Mark Gurman recently told It was reported that Apple’s iOS 18 update, which is expected to arrive with the launch of the iPhone 16 series in September-October, could be one of the biggest in Apple’s history. Cook’s statements are in line with that.