Apple CEO Tim Cook on Generative AI: 'We're Investing Quite a Bit'
During today's earnings call covering the fourth fiscal quarter of 2023, Apple executives held a Q&A session with analysts and investors. Apple CEO Tim Cook was questioned about how Apple might be able to monetize generative AI, which he of course declined to comment on, but he said that Apple is "investing quite a bit" in AI and that there are going to be product advancements that involve generative AI.
If you zoom out and look at what we've done with AI and machine learning and how we've used it, these are fundamental technology integral to every product we ship.
When we shipped iOS 17, it included features like Personal Voice and Live Voicemail. AI is at the heart of these features. You can go all the way to the life-saving features on the watch and phone, like Fall Detection, Crash Detection, and ECG on the watch. These would not be possible without AI. We don't label them as such, because we labeled them as to what their consumer benefit is, but the fundamental tech behind it is AI and machine learning.
In terms of generative AI, we obviously have work going on. I'm not going to get into detail about it because we really don't do that, but you can bet we're investing. We're investing quite a bit. We're going to do it responsibly. You will see product advancements over time where those technologies are at the heart of it.
Cook said that Apple is planning to be "responsible" when it delves into generative AI technology, and he suggested that features will roll out over time. Current rumors suggest that Apple's is planning some major AI updates for 2024, some of which could use generative AI.
Reports suggest that Apple is spending billions on generative AI research and product development.
Popular Stories
There's just about a month to go until Apple unveils the Apple Watch Series 11 models at its September event. Last year we got display upgrades, and this year, there could be new health features. We've recapped all of the current Apple Watch Series 11 rumors for a quick preview of what might be coming.
Faster Chip
Apple is likely planning to introduce an updated S11 chip that offers a more...
The iPhone 17 series is now just weeks away. Apple's iPhone 17 event this year is rumored to be scheduled for Tuesday, September 9. If Apple follows the traditional pattern, iPhone 17 pre-orders would begin on the Friday, September 12. The new devices would then likely reach customers and retail stores the following Friday, September 19.
If you're in the market for a new iPhone this year, or ...
The calendar has turned to August, and that means the iPhone 17 series is just one month away. Apple has yet to officially announce an event, but it has been rumored that the devices will be announced on Tuesday, September 9.
Subscribe to the MacRumors YouTube channel for more videos.
Below is the August 2025 edition of our iPhone 17 Pro rumor recap, for an up-to-date overview of what to...
With iOS 26, Apple is bringing several new features to the AirPods, making them more useful than before. The added functionality will be available this fall when Apple releases iOS 26 and updated AirPods firmware, but you can test everything new right now.
Camera Remote
The AirPods can be used as a camera remote for the Camera app or third-party iOS camera apps. You'll need to enable the...
Despite being over two years old, Apple's AirPods Pro 2 still dominate the premium wireless‑earbud space, thanks to a potent mix of top‑tier audio, class‑leading noise cancellation, and Apple's habit of delivering major new features through software updates. Rumors suggest AirPods Pro 3 could arrive as soon as September 2025 alongside the iPhone 17 lineup, giving prospective AirPods...
As previously announced, this Saturday will be the final day of business for Apple Bristol in Bristol, England and Apple Parkland in Dalian, China.
The relocated Apple Touchwood Centre near Birmingham
Both of the stores will be permanently closing tomorrow, for landlord-related reasons. Apple Bristol is closing due to the landlord's redevelopment plans at the Cabot Circus Shopping Centre, and ...
Apple today released the second public betas of iOS 26 and iPadOS 26, allowing the public to test the updates ahead of their September launch. The second public betas come two weeks after the first public betas, and the updates correspond with the fifth developer betas.
Beta testers that have registered on Apple's website can download the iOS 26 and iPadOS 26 updates by opening the Settings...
The latest iOS 26 beta includes imagery that confirms Apple's work on a new version of the Apple Watch Ultra, which is set to come out this fall. MacRumors contributor Aaron Perris found an Apple Watch image with a resolution that does not correspond to any current Apple Watch models.
The image suggests that the upcoming Apple Watch Ultra 3 could have a slightly larger display size, with a...
