During Apple’s quarterly earnings call, CEO Tim Cook confirmed the company’s dedication to advancing artificial intelligence (AI) capabilities, with the announcement of generative AI features set to debut on iPhones later this year. Cook’s statements align with earlier industry speculations, including insights from Bloomberg’s Mark Gurman, hinting that iOS 18 might usher in a significant technological shift, marking it as the most substantial update in the operating system’s history.
“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,” said Tim Cook during the call.
While Cook did not delve into specific details, he acknowledged the enormous potential Apple sees in generative AI, emphasizing that further information will be disclosed later. Reports suggest that the integration of generative AI might extend beyond iPhones to include other Apple devices like iPadOS and macOS. Key applications like Messages, Apple Music, Pages, Keynote, and Siri are expected to receive significant updates.
Apple’s move into generative AI comes at a time when competitors like Google and Samsung have already incorporated various AI-powered features into their flagship smartphones. As AI becomes a crucial selling point in the smartphone market, Apple’s venture into generative AI is seen as a strategic response to stay competitive.
