Apple to roll out generative AI features in 2024, says Cook


Apple CEO Tim Cook has confirmed that the company is working on generative artificial intelligence (AI) features that will be available to consumers later in 2024.

During the company’s quarterly earnings call on Feb. 1, Cook said he believes there will be a “huge opportunity” for the company with AI and generative AI.

“As we look ahead, we will continue to invest in these and other technologies that will shape the future. That includes artificial intelligence, where we continue to spend a tremendous amount of time and effort, and we’re excited to share the details of our ongoing work in that space later this year.”

As analysts attempted to press the CEO for further details on Apple’s AI plans, he said they have some things they’re “incredibly excited about” but will be talking about them “later this year.”

Apple typically introduces new software products in June at its annual Worldwide Developers Conference.

While there has been buzz around the news of Apple’s future AI plans, the company is far behind its competitors, such as Google, Microsoft and Meta, which have been aggressively developing in the AI space over the last year.

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On Jan. 29, Apple’s valuation fell below the $3 trillion threshold, letting Microsoft take the lead as the world’s most valuable publicly traded company. In its own earnings report, Microsoft pointed to “infusing AI in every layer” of its tech stack as a driver of its success. 

Alphabet, the parent company of Google and YouTube, reported consolidated revenue of $86 billion in the fourth quarter of 2023, which is up 13% year-on-year.

It said the company is already benefiting from its AI investments and innovation, and with the release of its new Gemini model, “the best is yet to come.”

However, along with Apple’s curtain-raiser for its AI and generative AI products, it has also hinted at some other major developments for 2024.

This includes the newest addition to its smartphone family, the iPhone 16 and 16 pro, along with an update to iOS 18, which some have touted as potentially the biggest update in the history of the operating system.

Additionally, the company is releasing its long-awaited and first-ever augmented reality headset, the Vision Pro, on Feb. 2.

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