Apple doesn’t usually make proclamations about the products (or services) it will launch in the future. But an exception was made for artificial intelligence.
Tim CookCEO of the Cupertino company, said – during the annual meeting with shareholders – that Apple’s AI will “open new horizons”.
For Cook, “generative artificial intelligence has incredible and revolutionary capabilities.” “Which is why – added the CEO – we are currently investing significantly in this area. We believe this will offer new opportunities for users in terms of productivity, problem solving and more”.
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It is not the first time, among other things, that Cook mentions the artificial intelligence that Apple is developing, known internally as “Apple Gpt”.
Last January, commenting on Apple’s latest financial results, Cook said: “We will continue to invest in technologies that will shape the future. Including artificial intelligence, to which we continue to dedicate a tremendous amount of time and effort. We will be thrilled to share details of our work later this year.”
According to Mark Gurman, journalist from Bloomberg knowledgeable about Apple strategies, the new AI will be integrated into the upcoming iOS 18 operating system which will be revealed in June at WWDC, the annual developer conference.
Last year, Apple made a quick mention of generative AI when it introduced new functions for automatically correcting text in iOS 17.
With his new promises on AI, Tim Cook tried to reassure shareholders: Apple will also participate in the race for generative artificial intelligence, capable of understanding natural language and expressing itself like a human being. The goal is to catch up – and possibly surpass – the leading group that has been working on this revolutionary technology for some time.
Google, Microsoft, Meta and even OpenAI, which until a few years ago was just a small non-profit research laboratory, have accumulated a considerable lead in the AI business so far.
But Apple doesn’t want to miss the boat, and to focus on artificial intelligence it has set aside a project it has been working on for ten years: that of an electric car, known by the code name “Titan”. Many of the employees working on the vehicle, which at this point will never see the light of day, will be moved to the division of the company that deals with artificial intelligence.
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