AI in your iPhone? Tim Cook reveals work in progress, Apple users may get the feature in 2024

In a recent investor call, Apple’s CEO, Tim Cook, has officially acknowledged that the company is working on their own generative AI. Cook revealed that Apple has been actively working on generative AI capabilities for several years and is committed to further investments in this area. As per a report by 9 to 5 Mac, Tim Cook, while addressing investors, affirmed Apple’s engagement in generative AI technology and underscored the company’s dedication to handling it responsibly. Speculations have emerged suggesting that users may expect these AI features as early as 2024, but this information remains unverified and should be taken with caution, as it remains speculative. Cook elaborated on the matter, stating, “In terms of generative AI, obviously, we have work going on. I’m not going to get into details about what it is, because as you know, we really don’t do that. But you can bet that we’re investing. We’re investing quite a bit. We’re going to do it responsibly, and it will. You will see product advancements over time where those technologies are at the heart of them.” Apple’s interest in generative AI was first hinted at by Cook back in August of this year. During an interview with Reuters, he disclosed that the company’s investments in generative AI have been ongoing for an extended period and are reflected in their substantial research and development spending. Notably, Apple’s R&D spending has reached $22.61 billion for the current fiscal year, marking an increase of approximately $3.12 billion compared to the previous year. Cook emphasized, “We’ve been doing research across a wide range of AI technologies, including generative AI, for years. We’re going to continue investing and innovating and responsibly advancing our products with these technologies to help enrich people’s lives. Obviously, we’re investing a lot, and it is showing up in the R&D spending that you’re looking at.” Additionally, Apple’s commitment to generative AI is evident through its active recruitment of professionals in this field. Job listings related to generative AI roles can be found on the company’s US careers page, further solidifying its dedication to the development and integration of generative AI technology.