During Apple’s earnings call on Thursday, the firm’s CEO, Tim Cook, disclosed that generative artificial intelligence (AI) features were being developed for their launch later this year.
Cook has announced that his company is pledging its “tremendous time and effort” to incorporate AI into its software platforms.
Recent reports suggest iOS 18 may become the most significant update in the operating system’s history, aligning with the CEO’s statement.
Though vague, the CEO’s teasers about generative AI strongly hint at a significant fall release, adding to the anticipation.
According to Cook’s remarks, they will persist in investing in different technologies shaping the future.
Meanwhile, analysts attempted to extract more information from Apple’s CEO, but he provided limited details in response.
He said their approach has consistently focused on their work without preemptively discussing it. To sustain this approach, he revealed compelling advancements to roll out soon.
Recent smartphone offerings from Google and Samsung have heavily marketed AI software features, spanning advanced photo editing to improved word processing capabilities.
Apple’s uncommon disclosure hints at ambitious intentions to integrate AI into iOS, iPadOS, and macOS platforms in the upcoming year.
In concluding the call, Cook believed in the company’s significant potential with generative AI and AI but refrained from providing further details.
Apple to Stay Fierce Amid OpenAI’s GPT Success
Although Apple refrained from unveiling a cutting-edge AI model last year, the firm has consistently invested in machine learning for chip and software apps, including photo recognition.
The solid AI competition started when OpenAI’s 2022 release of its ChatGPT and advancements in image generators fueled a surge in interest in generative AI from tech firms and investors.
Traditionally, Apple unveils new software during its annual developer’s conference, Worldwide Developers Conference (WWDC), held in June.
The previous year, the firm introduced an iPhone keyboard autocorrect feature, utilizing a transformer-based language model akin to GPT’s underlying technology. During the presentation, Apple opted for the term “machine learning” over “artificial intelligence,” avoiding the latter’s usage.
Meanwhile, reports show that the tech giant aims to integrate gen-AI into Siri and Messages for text summarization, suggestions, and enhanced features. Also, Apple plans to extend AI merger to apps such as Music, Pages, and Keynotes, broadening the application of gen-AI technology.
