During Apple’s annual shareholder meeting yesterday, CEO Tim Cook once again teased the company’s intention to become a major player in generative AI, hinting at a major announcement later this year.

Generative AI encompasses algorithms capable of generating realistic and creative content, ranging from text and images to even code. In comparison to its competitors, Apple has traditionally adopted a more deliberate approach to emerging technologies, demonstrating a slower pace in fully embracing generative AI.

However, recent developments suggest a strategic change. Apple has been actively recruiting new employees, published research papers, and released open-source tools related to AI.

Additionally, reports indicate the company is developing its own large language model (LLM) and investing heavily in AI hardware, potentially including an upgraded Neural Engine and microphone in the upcoming iPhone 16 lineup.

Further underscoring this shift, Apple recently reassigned some engineers from the discontinued Project Titan, their self-driving car initiative, to focus on various generative AI projects. This move highlights the company’s commitment to accelerating its efforts in this rapidly growing field.

While specific details remain undisclosed, Cook has alluded to potential applications of generative AI within existing services and products. This could translate to enhancements in Siri, Messages, Spotlight Search, and various productivity tools such as Keynote and Xcode.

The tech industry eagerly anticipates Apple’s upcoming generative AI announcement, expected as soon as WWDC 2024. While the specific ways Apple intends to integrate this technology into its products remain to be seen, Cook’s commitment to “breaking new ground” signifies a significant step forward in Apple’s AI ambitions.