Tim Cook confirms that Apple will reveal generative AI in 2024

Apple will launch generative artificial intelligence (AI) capabilities still in 2024. The person who confirmed the news was the company's CEO, Tim Cook, during a conversation with investors.

“As we look ahead, we will continue to invest in this and other technologies that will shape the future. This includes AI, an industry in which we continue to spend a tremendous amount of time and effort. We're excited to share details of our ongoing work in this space later this year“, says the CEO.

According to Tim Cook, the company cannot release information at the moment because work is still ongoing. Even so, he warns that there are features the team is “incredibly excited about.”

“Let me just say that there is a huge opportunity for Apple with generative AI and AI. But I don't want to go into more details or get ahead of myself here”, concluded the CEO.

Apple's rivals have already adopted AI capabilities

Tim Cook confirmed that Apple was working on an AI “like ChatGPT” in September 2023, with the executive himself being a big fan of the OpenAI chatbot. However, at that time, there was still no deadline for the launch of the first resources.

ChatGPT is inspiration for similar features from other companies.ChatGPT is inspiration for similar features from other companies.Source: GettyImages

Over the months, rumors grew that Apple would incorporate intelligent functions into the Siri personal assistant and native applications for the brand's operating systems. Examples include iOS, on the iPhone, and macOS, on computers.

Apple can already be considered late in the generative AI market, at least compared to some direct rivals. Google and Microsoft already have their own chatbots (Bard and Copilot, respectively), while Samsung announced features built into the Galaxy S24 line of smartphones.

Although a deadline has not been confirmed, Apple may reveal concrete news during WWDCa brand conference for developers traditionally held in June.

Siri should be "tuned" with AI capabilities.Siri must be “tuned” with AI resources.Source: Apple

Cook announced the launch of the functions alongside the release of Apple's financial report for the first fiscal quarter of 2024. During the period, the company recorded revenue of US$119.6 billiona growth of 2% compared to the same period last year.

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