Apple CEO Tim Cook Hints at Upcoming Artificial Intelligence Announcement Later This Year

Apple Prepares to Enter the AI Arena, Taking on Tech Giants in Advanced AI Model Development


Apple CEO Tim Cook has dropped a tantalizing hint during a call with analysts, suggesting that the tech giant may make a significant artificial intelligence (AI) announcement later this year. While Cook refrained from divulging specific details, his comments indicate Apple’s commitment to competing with major players like Microsoft, Google, Amazon, and OpenAI, who are actively engaged in pioneering AI models capable of generating text and images.

Cook’s statement during the call on Thursday emphasized Apple’s dedication to investing in transformative technologies that shape the future. “As we look ahead, we will continue to invest in these and other technologies that will shape the future,” Cook remarked. “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.”

The field of generative AI gained substantial attention from tech companies and investors in 2022, with the release of OpenAI’s ChatGPT and notable advancements in image generation capabilities. While Apple did not unveil an advanced AI model last year, the company has a longstanding commitment to integrating machine learning technology into its chips and software. This technology facilitates tasks such as identifying individuals or pets within photographs.


Historically, Apple announces new software developments in June at its annual Worldwide Developers Conference (WWDC). In the previous year’s conference, Apple introduced an autocorrect feature for the iPhone keyboard based on a transformer-based language model—a technology sharing the same foundation as GPT. During the presentation, Apple opted for the term “machine learning” rather than explicitly mentioning “artificial intelligence.”

Cook, during the recent call with analysts, cautiously hinted at the substantial opportunity Apple sees in the realm of Generative AI (Gen AI) and AI. While refraining from revealing specifics, he acknowledged the significant potential and hinted at Apple’s anticipation of entering the AI space with a noteworthy announcement.

As Apple gears up to unveil its AI initiatives later this year, the tech industry awaits further details, anticipating how the Cupertino-based company will contribute to the evolving landscape of advanced AI models.