Apple’s Generative AI Features Coming in 2024, According to Cook

During Apple’s quarterly earnings call, CEO Tim Cook announced that the company is currently working on generative artificial intelligence (AI) features that will be made available to consumers later this year. Cook expressed his belief in the vast potential of AI and generative AI, stating that Apple will continue to invest in these technologies. He provided little additional information, stating that the details will be shared at a later date, most likely during the annual Worldwide Developers Conference in June.

While Apple’s announcement has generated interest, it is important to note that the company is lagging behind competitors such as Google, Microsoft, and Meta, who have been actively developing AI capabilities for some time. In fact, on January 29, Apple’s valuation dropped below the $3 trillion mark, allowing Microsoft to surpass it as the world’s most valuable publicly traded company. Microsoft credited its success in part to the integration of AI into its technology stack.

Alphabet, the parent company of Google and YouTube, reported strong financial performance with consolidated revenue reaching $86 billion in Q4, a 13% increase compared to the previous year. During their earnings call, Alphabet highlighted the benefits they are already experiencing from their AI investments and innovation, suggesting that there is more to come with the release of their new Gemini model.

In addition to Apple’s plans for AI and generative AI, the company has also hinted at other major developments scheduled for release in 2024. This includes the highly anticipated iPhone 16 and 16 Pro, along with iOS 18, which is rumored to be the “biggest” update in the history of the operating system. Apple will finally be launching its first-ever augmented reality (AR)/virtual reality (VR) headset, Vision Pro, on February 2nd.

Apple’s announcement of its upcoming generative AI features has sparked anticipation among consumers and industry experts. With fierce competition from other tech giants, Apple will need to make significant strides in the AI space to catch up with its rivals.