Since the start of the year and the moment ChatGPT went viral, we’ve seen countless tech giants pounce on artificial intelligence. For example, within months, Microsoft completely changed its Bing search engine, adding an AI-powered chatbot developed in collaboration with OpenAI. Likewise, Google introduced Bard, announcing that it would bring the technology to Google Search as well, which would completely change its most popular product. We’ve seen similar moves from other huge companies in this space, such as Meta, X, and others. However, apple It remained silent, without any official announcement, while everyone i.e. waited for some Siri related upgrade.
Now the American giant has come to confirm what everyone believed. Yes, Apple is working on its own generative AI. In an explanation, as part of the company’s latest quarterly earnings release, CEO Tim Cook addressed shareholder concerns about Apple’s lag in the field of artificial intelligence.
In particular, Cook disagreed with the focus on Apple’s various technological developments recently, which “This could not have been achieved without artificial intelligence.”. In particular, the executive pointed to new features in iOS 17, such as Personal Voice and Live Voicemail, as examples of Apple’s innovation in AI technologies. Additionally, Cook confirmed that Apple is working behind the scenes on its own generative AI, saying “Clearly there is work to be done.”. Naturally, he declined to share more details, saying instead:
“You can bet that we will invest, we will invest heavily, we will do it responsibly, and over time you will see advancements in our products where these technologies are at the center.”
Of course, it remains to be seen in practice what exactly the company is preparing, but something is “cooking” behind the scenes, as we now know from official sources.
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