Apple CEO Tim Cook Announces Major Initiative in Generative AI

Tim Cook, CEO of Apple, said on Wednesday that his company is putting a lot of money into artificial intelligence. This is one of the clearest signs that the company behind the iPhone is joining the creative AI craze that’s taking over the tech world.

Tim Cook told Apple’s annual shareholder meeting, which took place online, that the company believes generative AI has “incredible breakthrough potential,” which is why it is currently spending a lot of money in this area. “We believe it will give our users ground-breaking ways to be more productive, solve problems, and more.”

Apple hasn’t shown off any models that compete with OpenAI’s GPT or Google’s Gemini yet, but he hinted that big news was on the way this year.

“Later this year, I look forward to telling you how we will break new ground in generative AI,” Cook said. “This is another technology that we think can change the future.”

He also changed the names of some new Apple goods to clarify that the company has been working on the technology for years. There was a time when the company used the word “machine learning” instead of “AI.”

Tim Cook said that the Vision Pro’s hand-tracking tool and the Apple Watch’s heart rate alerts are two features that use Apple’s AI technology right now. Also, he said that the chips Apple uses in its MacBooks can run AI.

“AI is a part of our users’ everyday lives and helps them with many important tasks,” Cook said. “AI lets Apple Watch help you keep track of your workouts; it can tell when you’re walking or swimming on its own.” If you’re in a car accident, your iPhone can call for help.

At its annual developer’s conference in June, Apple often talks about new software products and features.

Ahead of the meeting, Tim Cook had said that the Apple Car project was the “mother of all AI projects.” However, no one asked him about it. The employees were told on Tuesday that the programme was ending.

To a general question about what products the company puts out, Cook replied, “much of this is about focus.”

The comments came after Apple shareholders turned down a plan to force the company to write a report on the risks of AI.

The AFL-CIO Equity Index Funds proposal was read at the meeting by Michael Forsythe, an Apple retail worker and union organiser. It would have forced the company to release ethical guidelines for AI. Apple was against the plan because they thought it could lead to the leak of trade secrets.

Shareholders approved Apple’s board of directors at the meeting. Wanda Austin, the former CEO of Aerospace, was elected as a new director, replacing Al Gore and James Bell who are retiring. Shareholders also agreed to pay the company’s auditor and executives.

Five different independent shareholder proposals that Apple didn’t like were turned down, including the AI report.