Oliver Haslam·

Apple CEO Tim Cook Confirms Apple Is Working On Responsible Generative AI

Apple CEO Tim Cook has again confirmed that the company is working on generative AI, adding that it intends to do it “responsibly” at a time when the world continues to come to terms with how to use the technology for good.

Cook was speaking during the company’s earnings call following the release of its Q4 2023 fiscal results.

Cook was asked if Apple was working on genetic AI given the number of companies that are making steps in a world that Apple is, outwardly at least, not all that involved in.

9to5Mac reports that Cook’s answer confirmed that Apple is indeed investing in how it can use generative AI, but that it intends to be careful about how it does it.

In terms of generative AI, obviously, we have work going on. I’m not going to get into details about what it is, because as you know, we really don’t do that. But you can bet that we’re investing. We’re investing quite a bit. We’re going to do it responsibly, and it will… you will see product advancements over time where those technologies are at the heart of them.

The comment about product enhancements likely hints at improvements that are coming to Siri in the future. Reports have previously suggested that Apple has big AI plans for 2024, possibly as part of the iOS 18 update that could be unveiled in June of that year. The iOS 18 update is likely to be released to the public in or around September.

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