During Apple's earnings call yesterday, CEO Tim Cook hinted that the tech giant has big plans in store for generative artificial intelligence. While details remain scarce, Cook confirmed Apple is actively developing generative AI capabilities and is gearing up for a major launch targeted at consumers later in 2024.
Cook touted Apple's "tremendous time and effort" invested in AI as he touched on the company's ambitions in the space. "We're excited to share the details of our ongoing work in that space later this year," he revealed.
The CEO's comments come on the heels of reporting by Bloomberg's Mark Gurman, who recently said iOS 18 could mark Apple's most substantial mobile software update yet. Gurman speculated iOS 18 may integrate advanced AI features like enhanced photo editing and word processing.
When pressed by analysts for specifics during Thursday's call, Cook played coy, saying Apple prefers to talk about new products when they are ready to launch rather than prematurely revealing plans. However, Cook emphasized Apple's enthusiasm around generative AI, labeling it a "huge opportunity."
The nod to major AI capabilities in the works aligns with a pattern of leading tech firms highlighting investments in generative intelligence. Companies like Google and Samsung have already debuted AI-powered software features as selling points for their devices.
Now, it seems Apple is gearing up for its own splashy entrance into the burgeoning field of generative AI. Given Apple's customary tight-lipped approach around unreleased products, Cook's multiple confirmations signal the company has high aspirations for the AI abilities it is baking into platforms like iOS.
While details remain few and far between, analysts see Cook's remarks as an indicator that substantial integrations between Apple's software ecosystem and cutting-edge generative AI are on the horizon. The company's Worldwide Developers Conference this June may give the first glimpse of how Apple plans to compete using AI's transformative potential. But the full vision likely won't crystalize until the launch Cook teased for late 2024.