Apple CEO Tim Cook on Generative AI: 'We're Investing Quite a Bit'
During today's earnings call covering the fourth fiscal quarter of 2023, Apple executives held a Q&A session with analysts and investors. Apple CEO Tim Cook was questioned about how Apple might be able to monetize generative AI, which he of course declined to comment on, but he said that Apple is "investing quite a bit" in AI and that there are going to be product advancements that involve generative AI.
If you zoom out and look at what we've done with AI and machine learning and how we've used it, these are fundamental technology integral to every product we ship.
When we shipped iOS 17, it included features like Personal Voice and Live Voicemail. AI is at the heart of these features. You can go all the way to the life-saving features on the watch and phone, like Fall Detection, Crash Detection, and ECG on the watch. These would not be possible without AI. We don't label them as such, because we labeled them as to what their consumer benefit is, but the fundamental tech behind it is AI and machine learning.
In terms of generative AI, we obviously have work going on. I'm not going to get into detail about it because we really don't do that, but you can bet we're investing. We're investing quite a bit. We're going to do it responsibly. You will see product advancements over time where those technologies are at the heart of it.
Cook said that Apple is planning to be "responsible" when it delves into generative AI technology, and he suggested that features will roll out over time. Current rumors suggest that Apple's is planning some major AI updates for 2024, some of which could use generative AI.
Reports suggest that Apple is spending billions on generative AI research and product development.
Popular Stories
Update 10:06 a.m.: iOS 26 is rolling out now, though it may take a bit for all users to see it, so keep checking!
Today's the day! Apple is about to release iOS 26, which will deliver the biggest redesign since iOS 7 and bring a range of new features and improvements to iPhones worldwide. It's Apple's biggest software update of the year, and Apple announced at last week's iPhone event that...
In the iOS 26 release notes, Apple is warning iPhone users that installing the new software might have a temporary impact on battery life, which is normal.
A new support document explains that major iOS updates require background setup like indexing data and files for search, downloading new assets, and updating apps.
Further, Apple says that new features could require more resources,...
Apple's annual September event is now in the rearview mirror, with the iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max, iPhone Air, Apple Watch Series 11, Apple Watch Ultra 3, Apple Watch SE 3, and AirPods Pro 3 set to launch this Friday, September 19.
As always, there is more to come. In his Power On newsletter today, Bloomberg's Mark Gurman said Apple plans to release many products in the...
Apple today released updated firmware for the AirPods Pro 2 and the AirPods 4, introducing support for the new AirPods features that are included in iOS 26, iPadOS 26, and macOS Tahoe.
The firmware has a build number of 8A356, and it replaces the current 7E93 firmware.
With Apple's new software updates, the AirPods Pro 2 and the AirPods 4 support better audio quality for phone calls and...
Apple will launch its new iPhone 17 lineup and ultra-thin iPhone Air in stores on Friday, September 19, and the company has already shown off the new devices at its fall event, which ran with the the tagline "Awe dropping."
The iPhone 17 series brings a host of new features and enhancements. Here's a rundown of the biggest upgrades and changes:
iPhone 17
Display Changes
The iPhone...
Following three months of beta testing, iOS 26 was released today, September 15. The update is compatible with the iPhone 11 series and newer, and it is available to install via the Settings app, under General → Software Update.
Below, we have highlighted eight new features included in iOS 26. Even more new features and changes are outlined in Apple's release notes for the update.
Some of ...
T-Mobile President Jon Freier today shared real-world photos of Apple's boxes for the iPhone Air, iPhone 17 Pro, and iPhone 17 models, which launch on Friday.
Image Credit: Jon Freier
Apple has typically included iPhone box renders in its product environmental reports, but it did not do so for the latest models. However, Apple's iPhone Upgrade Program page does offer some images of the boxes, ...
