Tim Cook drops hints about Apple’s generative AI plans

The CEO of Apple has proudly discussed the company’s plans for generative AI and believes it gives them an edge over their competitors.

During an investor call, Apple’s CEO Tim Cook once again hinted at the company’s AI strategy and promised that further details will be unveiled in the coming months.

Cook mentioned that the company is heavily investing in “generative AI”without providing specific details. He expressed confidence in the progress being made and promised to reveal some exciting developments to customers in the near future.

The company plans to hold a launch event next week where they will unveil several new products, such as a new OLED iPad Pro, iPad Air 6, a third-generation Apple Pencil, and others.

Despite this, Cook proposed that the company could possibly withhold the AI plans from public disclosure at this hardware event. Alternatively, Apple could utilize the platform at WWDC – an event focused on software – to showcase its AI readiness.

The CEO of Apple expressed his anticipation for the upcoming events, stating that he was on the edge of his seat. He mentioned a product event taking place next week and the Worldwide Developers Conference a few weeks later, both of which the company has major announcements planned for. He then segued into discussing their plans for AI.

WWDC 2024 apple store — Unsplash: @tracminhvu/Apple

Cook has previously hinted at the use of generative AI in their upcoming products multiple times. There have been reports that the company is currently in discussions with Google and OpenAI to potentially utilize Gemini, ChatGPT, or possibly both in their future iOS 18 release.

Despite Google and Samsung already implementing AI features in their smartphones and tablets, Apple will not be the first brand to do so. However, Tim Cook has stated that Apple plans to revolutionize generative AI in 2024, meaning we will have to wait and see what they have in store.