Apple CEO Tim Cook confirmed that the company is continuing to heavily invest in generative AI. Cook made the statement today during Apple’s fiscal Q4 2023 earnings call.
In response to a question regarding Apple’s commitment to generative AI, Cook stressed that the company is already deploying machine learning on multiple fronts including Fall Detection, Crash Detection, and ECG recording on the Apple Watch. Cook also pointed out the new features that the company shopped as part of iOS 17 that rely heavily on AI like Personal Voice and Live Voicemail.
When we shipped iOS 17, it included features like Personal Voice and Live Voicemail. AI is at the heart of these features. You can go all the way to the life-saving features on the watch and phone, like Fall Detection, Crash Detection, and ECG on the watch. These would not be possible without AI. We don’t label them as such, because we labeled them as to what their consumer benefit is, but the fundamental tech behind it is AI and machine learning.
In terms of generative AI, we obviously have work going on. I’m not going to get into detail about it because we really don’t do that, but you can bet we’re investing. We’re investing quite a bit. We’re going to do it responsibly. You will see product advancements over time where those technologies are at the heart of it.
Tim Cook
Apple is as cautious as ever about explicitly labeling these features under generative AI, but Cook nevertheless called it a “fundamental technology integral to every product we ship.”
Cook acknowledged that Apple is conducting extensive work on generative AI without delving into specific details. Work on generative AI will make its way to the public over time, adds Cook, while confirming that Apple is spending “quite a bit” on AI research.
A recent report from The Information stated that Apple is spending millions of dollars a day on generative and conversational AI development. Bloomberg also reported that the company is hoping to introduce more generative AI features as soon as next year.
