Skip to content

Apple’s Generative AI Features To Come Later This Year: Tim Cook

Table of Contents

Last Updated on February 3, 2024 by Dominic

During the company’s quarterly earnings call on Thursday, Apple’s CEO Tim Cook officially acknowledged that it is bringing generative AI (artificial intelligence) capabilities to its software platforms — iOS, iPadOS, and macOS — later this year.

Apple’s Generative AI Features To Come Later This Year: Tim Cook

While Apple is still lagging on the AI trend, its rivals, Google and Samsung, have already incorporated AI-powered features in some of their new smartphone models.

The revelation from Cook corroborates with Bloomberg’s reporter Mark Gurman’s latest report in which he mentioned that Apple’s upcoming iOS 18 is expected to be one of the “biggest” iOS updates in the company’s history of the operating system. It will likely be announced during the company’s annual WWDC event in June this year.

“We are announcing these results on the eve of what is sure to be an historic day as we enter the era of spatial computing. Moments like these are what we live for at Apple, they’re why we do what we do,” Cook said on the earnings call.

He also added this is “why we’re so unflinchingly dedicated to groundbreaking innovation,” and also “why we’re so focused on pushing technology to its limits as we work to enrich the lives of our users.

Cook further continued, “As we look ahead, we will continue to invest in these and other technologies that will shape the future that includes artificial intelligence, 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.”

While the Apple CEO did not reveal much information about the company’s plan regarding the AI features, he did express his excitement for the launch. It’s a “huge opportunity for Apple with generative AI and with AI, without getting into many more details or getting out ahead of myself,” he said.

Currently, it’s unclear when Apple plans to bring the generative AI (GenAI) features to iOS or even iPadOS and macOS. However, the move taken by the Cupertino giant towards integrating AI into products is a positive step for staying competitive in the smartphone market.