During Apple's quarterly earnings call on February 2, 2024, CEO Tim Cook hinted at the company's upcoming strides in generative AI, announcing the development of software features expected to reach customers later in the year. Although Cook did not provide specific details, he mentioned generative AI multiple times, aligning with earlier reports from Bloomberg's Mark Gurman, who anticipated iOS 18 to be a groundbreaking update. Cook emphasized Apple's ongoing commitment to investing in technologies shaping the future, specifically highlighting artificial intelligence, while keeping details under wraps until a later announcement. The anticipation for this release suggests the company's intent to integrate ambitious AI-driven features across iOS, iPadOS, and macOS platforms.
AI software features have become a focal point for smartphone manufacturers like Google and Samsung. The company's decision to tease its upcoming AI integrations indicates a departure from its usual secretive approach, signaling the company's eagerness to showcase advancements, from advanced photo manipulation to word processing enhancements. Cook concluded the call by expressing enthusiasm for the substantial opportunity he sees for Apple in the realm of generative AI, setting the stage for a significant unveiling later in the year.
