Apple’s Generative AI Endeavors: Tim Cook’s Commitment

Apple CEO Tim Cook said Wednesday that his company is pouring money into artificial intelligence, one of the strongest signals yet that the iPhone maker is embracing the generative AI craze that’s consumed the tech industry.

The company sees “incredible breakthrough potential for generative AI, which is why we’re currently investing significantly in this area,” Cook said at Apple’s annual shareholder meeting, which was held virtually. “We believe it will unlock transformative opportunities for our users when it comes to productivity, problem-solving and more.”

Apple hasn’t unveiled competing products to models like OpenAI’s GPT or Google’s Gemini, but he teased a major announcement coming this year.

“Later this year, I look forward to sharing with you the ways we will break new ground in generative AI, another technology we believe can redefine the future,” Cook said.

He also reframed several announced Apple products as “AI-powered,” to emphasize that the company has been working on the technology for years. In the past, the company tended to avoid the term AI in favor of machine learning.