Apple
CEO
Tim
Cook
attends
the
Wonderlust
event
at
the
company’s
headquarters
in
Cupertino,
California,
on
Sept.
12,
2023.

Loren
Elliott
|
Reuters



Apple

CEO
Tim
Cook
teased
that
Apple
may
have
an
artificial
intelligence
announcement
later
this
year
during
a
call
with
analysts
after
the
company

reported
fiscal
first-quarter
earnings
.

While
Cook’s
remarks
on
Thursday
did
not
include
many
details,
they
did
indicate
that
Apple
wants
to
compete
with
Microsoft,
Google,
Amazon,
OpenAI
and
other
technology
companies
working
on
cutting-edge
AI
models
that
can
generate
text
and
images.

“As
we
look
ahead,
we
will
continue
to
invest
in
these
and
other
technologies
that
will
shape
the
future,”
Cook
said
during
a
call
with
analysts.
“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.”

Generative
AI
started
drawing
significant
attention
from
technology
companies
and
investors
starting
in
2022,
after
OpenAI
released
ChatGPT
and
image
generators
rapidly
improved.
Apple
did
not
announce
an
advanced
AI
model
last
year,
although
the
company
has
long
invested
in
similar
machine
learning
technology
in
its
chips
and
software,
which
can,
for
example,

identify
people
or
pets
inside
photographs
.

Apple
typically
announces
new
software
in
June
at
its
annual
developer’s
conference,
WWDC.
Last
year,
the
company
announced
an
autocorrect
feature
for
the
iPhone
keyboard
based
on
a
transformer-based
language
model,
which
shares
the
same
underlying
technology
as
GPT.
But
Apple
never
used
the
phrase
“artificial
intelligence”
during
the
presentation,

preferring
the
more
academic
term
“machine
learning.”

“Let
me
just
say
that
I
think
there’s
a
huge
opportunity
for
Apple
with
Gen
AI
and
AI,
without
getting
into
more
details
and
getting
out
in
front
of
myself,”
Cook
said.



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