Apple is investing 'enormous' time and effort into AI, says CEO Tim Cook; Know what's coming

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Apple seems to be gearing up for artificial intelligence (AI), a fast-growing technology after watching rivals like Samsung and Google. In its efforts, the iPhone maker has been quietly acquiring tech startups — 21 startups since 2017, to be exact. The numbers suggest that Apple may finally make an AI push this year by unveiling AI upgrades for its suite of products, including the iPhone, iPad and Mac. During the Q1 earnings call, Apple CEO Tim Cook highlighted the company's investments in AI. Know what's coming.

Apple's AI push explained

According to a MacRumors report, Apple posted higher revenue than the same period last year. Now, the company is banking on AI to get an even bigger push. Speaking about generative AI, Cook said, “I imagine your focus in terms of generative AI, as I indicated earlier, we have a lot of work to do internally.”

iOS 18 could be the work the Apple CEO is referring to. A few days ago, Bloomberg's Mark Gurman suggested that iOS 18 could be the “biggest” update in iPhone history. One of the most prominent upgrades may come in the form of Siri. Morgan Stanley analysts believe that productive AI will be in focus in iOS 18 and it could bring a new Siri powered by LLMs. According to reports, Apple is also looking to incorporate AI into as many apps as possible. Apple Music can get automatically generated playlists, while apps like Keynote or Pages can automatically generate slide decks. It is also looking to augment AppleCare with generative AI.

“As we look ahead, we will continue to invest in these and other technologies that will shape the future. This includes artificial intelligence, where we continue to spend a tremendous amount of time and effort, and we're excited to share details of our ongoing work in that space later this year,” Cook added.

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