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Apple made it clear again that it is continuously working on artificial intelligence. During the company’s earnings call for the fourth fiscal quarter of 2023, CEO Tim Cook recalled how Apple applied AI in its previously released product features. According to the executive, this will also be the case in the future generative AI creations of the company: they won’t be directly labeled AI, but AI will be the “heart” of the features.
The statement came as a response to queries about the company’s plans for AI. To recall, investors and analysts have always been curious about Apple’s next move in the AI field since the birth of OpenAI’s ChatGPT and Google Bard. This led many to express concerns about how Apple is losing in this battle, but Apple has always been firm in asserting that it is at the same pace as its rivals. Cook underscored this again in a recent interview, recounting how AI is injected into its recent feature releases.
“If you zoom out and look at what we’ve done with AI and machine learning and how we’ve used it, these are fundamental technology integral to every product we ship,” Cook said during the Q&A session. “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.”
The Apple leader also tapped the generative AI section, saying the company has “work going on” and is “investing quite a bit.” While Cook didn’t share details about the projects, he stressed that the company would “do it responsibly.”
Meanwhile, Cook suggested that generative AI will arrive in its future releases without being directly labeled AI. The executive, nonetheless, ensured everyone that the technology would be the center of its future generative AI products.
“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,” Cook said. “You will see product advancements over time where those technologies are at the heart of it.”
According to a recent report by Bloomberg’s Mark Gurman, Apple is already working on different AI-related projects internally. In the report, various applications and Apple products were mentioned. Some include Siri, Messages, Apple Music, Keynote, Pages, AppleCare group, and Xcode. Many of Apple’s AI works will reportedly be seen in iOS 18.
