Apple will release initial details on new AI features for its hardware and software later in 2024. Apple CEO Tim Cook announced this in the accompanying conversation accompanying the presentation of the quarterly figures.
However, Cook held back from providing more precise information.“Our approach has always been to do the work and then talk about it”quoted Apple Insiders Cook. “We’re not going anywhere and will handle it that way this time too.”
Compared to competitors such as Google or Microsoft, Apple has largely ignored the topic of artificial intelligence as a marketing term. AI wasn’t a big topic in previous product presentations either.
Google has Gemini
Google has now presented its own AI model Gemini in three versions, which is used by Samsung in the new Galaxy S24, among others. Microsoft integrated AI into its Office suite via Copilot.
Apple has been using machine learning for some time, for example in the iPhone camera software. According to Cook, generative AI has been an issue behind the scenes for a long time: “We are working very intensively on it internally”said the Apple CEO.
It is conceivable that Apple will present new AI functions for devices such as the iPhone or Mac computers at WWDC 2024 in June. What this implementation looks like is currently unclear. Rumor has it that voice assistant Siri could be getting an AI makeover. It is unknown whether Apple will rely on AI models from other manufacturers or develop its own model.