Tim Cook Reaffirms Apple’s Commitment to Developing Generative AI Responsibly


With the advent of generative AI platforms such as ChatGPT, speculation has been mounting about when Apple will unveil its version of generative AI. There are whispers that this could be on the horizon for next year. In the interim, Apple’s CEO Tim Cook has frequently discussed AI, recently affirming Apple’s commitment to generative AI development.

In a discussion with investors last Thursday about Apple’s financial results for the fourth quarter of 2023, Tim Cook was queried about Apple’s forays into generative AI, considering the influx of AI tools from other tech giants.

Tim Cook, in his response, did not shy away from underscoring the artificial intelligence and machine learning underpinnings of existing Apple device features, such as the Apple Watch’s Personal Voice, Crash Detection, and ECG functions. However, in reference to specific developments akin to generative AI tools like ChatGPT, Tim Cook acknowledged ongoing internal projects.

While Tim Cook stopped short of divulging specifics, he emphasized Apple’s intention to develop its generative AI in a responsible manner, hinting that such innovations will be integral to Apple’s product roadmap.

In terms of generative AI, obviously, we have work going on. I’m not going to get into details about what it is, because as you know, we really don’t do that. But you can bet that we’re investing. We’re investing quite a bit. We’re going to do it responsibly, and it will… you will see product advancements over time where those technologies are at the heart of them.

Tim Cook (Apple CEO)

Tim Cook’s discussions on AI are not new. Previously, he mentioned in an interview that Apple’s research endeavors span a broad spectrum of AI technologies, encompassing generative AI, and this has been the case for several years. Back in May, he acknowledged AI’s vast potential but also noted the existence of challenges that require resolution.

Bloomberg’s Mark Gurman reports that Apple is accelerating its efforts to create AI-driven tools, with plans to integrate them into iOS 18 slated for release next year. These advancements are expected to enhance applications like Apple Music and Xcode, and naturally, Apple’s virtual assistant, Siri.

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