Apple ‘Investing Heavily’ in Gen AI Strategy, says Tim Cook

Apple plans to disclose more about its plans to implement generative AI (Gen AI) into its products later this year, according to Chief Executive Officer Tim Cook.

Unlike many of its big tech rivals, in particular Microsoft, Apple has been slow to publicly announce Gen AI initiatives. With advances in AI driving the leading big tech companies to record heights, Apple’s AI have been more low-key, with the company quietly releasing a framework called MLX to build foundation models last year.

In a call with analysts, reported by Reuters, Cook said that Apple sees “incredible breakthrough potential for generative AI,” adding that the company is “currently investing significantly” in the area. 

“We believe that will unlock transformative opportunities for users when it comes to productivity, problem solving and more.” he said.

Gen AI moves represent ‘fundamental shift’ in the technology landscape ahead of teased Apple announcement

Gen AI tools like ChatGPT have played a major role in bringing AI to the front of the public’s mind. Setting records for the fastest-growing user base in history, at the start of 2023 the chatbot was estimated to have reached 100 million monthly active users, making it the fastest growing consumer application in history.

This rapid growth is is indicative of “a fundamental shift” in the technology landscape, primarily propelled by advancements in AI, according to Nigel Green, the CEO of one of the world’s largest independent financial advisory and asset management organisations, deVere.  

Microsoft has embraced the Gen AI revolution: building it into its consumer and enterprise offerings. This, in addition to its continued investments in cloud computing, helped it overtake Apple as the most valuable country in the US in early 2024.