CEO Tim Cook reveals Apple’s significant focus and dedication to AI, offering insight into future developments.

Apple appears to be following in the footsteps of competitors like Samsung and Google by embracing artificial intelligence (AI). The company has been discreetly acquiring tech startups, totaling 21 since 2017, indicating its intention to make a significant AI push this year. This could involve introducing a range of AI enhancements for its products, including the iPhone, iPad, and Mac. Apple CEO Tim Cook emphasized the company’s investments in AI during the Q1 earnings call, suggesting that exciting developments are on the horizon. Stay informed about what’s to come.

Apple’s AI push explained

According to a MacRumors report, Apple recorded more revenue than in the same period last year. Now the company is banking on artificial intelligence to get an extra push. Speaking about generative AI, Cook said: “In terms of generative AI, which I would guess you’re focusing on, we have a lot of internal work going on, as I’ve alluded to before.”

The work Apple’s CEO is referring to is likely iOS 18. Just a few days ago, Bloomberg’s Mark Gurman suggested that iOS 18 could be the “biggest” update in iPhone history. One of the most visible updates could come in the form of Siri. Analysts at Morgan Stanley believe that iOS 18 will focus on generative AI and may bring a new Siri powered by LLMs. According to reports, Apple is also looking to incorporate AI into as many apps as possible. Apple Music could get automatically generated playlists, while apps like Keynote or Pages could get a feature that automatically creates slides. It also aims to strengthen AppleCare with generative artificial intelligence.

“Looking forward, we will continue to invest in these and other future-shaping technologies. That includes artificial intelligence, where we continue to spend a huge amount of time and effort, and we’re excited to share details of our ongoing work in that space later this year,” said Cook.