Apple 'Investing Heavily' in Gen AI Strategy, says Tim Cook

Apple has teased an AI announcement, which could come in June 2024 at its annual developers conference
Apple has teased plans to implement Gen AI into its products later this year, following other big tech companies like Microsoft, Google and Amazon

Apple plans to disclose more about its plans to implement generative AI (Gen AI) into its products later this year, according to Chief Executive Officer Tim Cook.

Unlike many of its big tech rivals, in particular Microsoft, Apple has been slow to publicly announce Gen AI initiatives. With advances in AI driving the leading big tech companies to record heights, Apple’s AI have been more low-key, with the company quietly releasing a framework called MLX to build foundation models last year.

In a call with analysts, reported by Reuters, Cook said that Apple sees "incredible breakthrough potential for generative AI,” adding that the company is “currently investing significantly” in the area. 

“We believe that will unlock transformative opportunities for users when it comes to productivity, problem solving and more." he said.

Gen AI moves represent ‘fundamental shift’ in the technology landscape ahead of teased Apple announcement

Gen AI tools like ChatGPT have played a major role in bringing AI to the front of the public’s mind. Setting records for the fastest-growing user base in history, at the start of 2023 the chatbot was estimated to have reached 100 million monthly active users, making it the fastest growing consumer application in history.

This rapid growth is is indicative of “a fundamental shift” in the technology landscape, primarily propelled by advancements in AI, according to Nigel Green, the CEO of one of the world’s largest independent financial advisory and asset management organisations, deVere.  

Microsoft has embraced the Gen AI revolution: building it into its consumer and enterprise offerings. This, in addition to its continued investments in cloud computing, helped it overtake Apple as the most valuable country in the US in early 2024.

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In response, reported CNBC, Apple has teased an AI announcement later this year. “As we look ahead, we will continue to invest in these and other technologies that will shape the future,” Cook reportedly said during a call with analysts. “That includes AI, where we continue to spend a tremendous amount of time and effort, and we’re excited to share the details of our ongoing work in that space later this year.”

An announcement about Apple’s AI initiatives could come as soon as June, when the company holds its annual developers conference.

The news follows the release of Apple’s Vision Pro ‘spatial computing’ headset, representing the company’s long-awaited entry into the extended reality (XR) sector

“Apple Vision Pro is the ultimate entertainment device,” said Greg Joswiak, Apple SVP of Worldwide Marketing. “It’s unlike anything users have ever seen before and we can’t wait for them to experience it for themselves.”


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