Tim Cook Says Apple Will 'Break New Ground' in Generative AI - MacRumors
Skip to Content

Tim Cook Says Apple Will 'Break New Ground' in Generative AI

Apple today held its annual shareholders meeting, and during the event, Apple CEO Tim Cook once again commented on Apple's AI plans. Cook said that the company will "break new ground" in generative AI in 2024. "We believe it will unlock transformative opportunities for our users," said Cook.

hey siri banner apple
Cook has made several statements on Apple's artificial intelligence ambitions in recent months. Back in November, he said that Apple was "investing quite a bit" in AI, and in February, he said that the company was spending a "tremendous amount of time and effort" on AI, with more details to come later in the year.

Multiple rumors have said that Apple will add new generative AI features in iOS 18, with plans to use AI to boost the capabilities of many of the built-in iOS apps.

Aside from Cook's comments on AI, the shareholder meeting was business as usual. As noted by Bloomberg, shareholders rejected a proposal asking Apple for an AI transparency report with details on whether AI is being used ethically.

Apple's board and executive compensation plans were approved, but no shareholder proposals were accepted. Al Gore and James Bell are set to retire from Apple's board, while former Aerospace Corp. CEO Wanda Austin will join.

Tag: AAPL

Popular Stories

Apple Logo Cash Blue

Apple Shares Fall After News of iPhone 18 Pro Order Cuts

Friday October 9, 2026 8:35 am PDT by
Apple shares fell more than 2.5% in early trading today in response to Nikkei Asia's report that the company is cutting iPhone 18 Pro component orders due to weaker-than-expected demand. October orders were reportedly reduced by at least 15%, with higher memory costs and $100 price increases weighing on...
Stocks App Icon and Apple Logo Feature

Apple Becomes Second Company to Close Above $5 Trillion

Wednesday October 14, 2026 3:37 pm PDT by
Apple today closed with a market capitalization above $5 trillion, making it the second company to do so after Nvidia. As noted by The Wall Street Journal, Apple's market cap has exceeded $5 trillion six times before today during intraday trading, but this is the first time the company stayed above the mark at closing. Apple closed at $342.96, for a market cap of $5.005 trillion. The new...
Apple HomeView lineup feature1

Apple Announces 'HomeView' Smart Home Hub

Tuesday October 13, 2026 6:00 am PDT by
Apple today announced the "HomeView," an all-new kind of smart home hub featuring a 7-inch Liquid Retina display and Siri AI. Apple's senior vice president of Worldwide Marketing Greg Joswiak said: Apple HomeView is designed to be shared by everyone in the home yet feel completely personal to each user. It recognizes your face to shift from a household screen to your own experience,...

Top Rated Comments

Naraxus Avatar
34 months ago
Rofl. More endless platitudes.......

Talk is cheap Tim
Score: 42 Votes (Like | Disagree)
k1121j Avatar
34 months ago
I won’t be excited till I see it. A new color is “Magical” for goodness sake soooooo “breaking new ground” isn’t all that exciting tbh.
Score: 35 Votes (Like | Disagree)
vegetassj4 Avatar
34 months ago
Tim Apple testing the Vision Pro 2 with AI. Its the most vision we've ever put in a Vision ...

You're gonna love it....resistance is futile



Attachment Image
Score: 21 Votes (Like | Disagree)
jz0309 Avatar
34 months ago
Well, what else is he going to say?
Now, convince me that it adds value to my life, cause my current take is that I neither need it nor want genAI…
Score: 18 Votes (Like | Disagree)
34 months ago

Rofl. More endless platitudes.......

Talk is cheap Tim
Exactly. He did nothing but use filler words.
Score: 17 Votes (Like | Disagree)
antiprotest Avatar
34 months ago
It's gonna break something alright
Score: 17 Votes (Like | Disagree)
Latest Stories
Apple TV 4K and HomePod Mini Price Increases 'Much More Striking' Than New Features
Apple TV 4K and HomePod Mini Price Increases 'Much More Striking' Than New Features
2 hours ago
The MacRumors Show: Was HomeView Worth the Wait?
The MacRumors Show: Was HomeView Worth the Wait?
3 hours ago
Apple Refers to HomeView as 'HomePodDevice' in Legal Document
Apple Refers to HomeView as 'HomePodDevice' in Legal Document
4 hours ago
Apple Pre-Orders Kick Off With First Discounts on HomeView and Apple TV 4K
Apple Pre-Orders Kick Off With First Discounts on HomeView and Apple TV 4K
5 hours ago
Developers Question Scope of Potential Apple Antitrust Settlement
Developers Question Scope of Potential Apple Antitrust Settlement
6 hours ago
iPhone Duo Resold for $5,000 on eBay After Selling Out
iPhone Duo Resold for $5,000 on eBay After Selling Out
6 hours ago
Massive Discounts Hit 2026 MacBook Pro With Up to $800 Off
Massive Discounts Hit 2026 MacBook Pro With Up to $800 Off
6 hours ago
iPhone Duo is Sold Out for Christmas as Shipping Estimates Slip to 2027
iPhone Duo is Sold Out for Christmas as Shipping Estimates Slip to 2027
6 hours ago
Didn't Pre-Order an iPhone Duo Yet? Wait Times Are Significant Now
Didn't Pre-Order an iPhone Duo Yet? Wait Times Are Significant Now
7 hours ago
First Apple TV 4K Pre-Order Discount Arrives at Amazon
First Apple TV 4K Pre-Order Discount Arrives at Amazon
7 hours ago
iPhone Duo Pre-Order Deals: The Best Carrier Offers From AT&T and T-Mobile
iPhone Duo Pre-Order Deals: The Best Carrier Offers From AT&T and T-Mobile
7 hours ago
iPhone Duo Now Available to Pre-Order From Apple
iPhone Duo Now Available to Pre-Order From Apple
8 hours ago
iPhone 18 Pro vs. iPhone Duo Buyer's Guide: Which Should You Choose?
iPhone 18 Pro vs. iPhone Duo Buyer's Guide: Which Should You Choose?
10 hours ago
Apple Store Down Ahead of iPhone Duo Pre-Orders
Apple Store Down Ahead of iPhone Duo Pre-Orders
10 hours ago
Oops, Apple's Website Just Hinted at iPad Mini 8
Oops, Apple's Website Just Hinted at iPad Mini 8
19 hours ago
OLED MacBook Pro Won't Get M7 Chips Until Late 2027
OLED MacBook Pro Won't Get M7 Chips Until Late 2027
21 hours ago
Apple Pledged $25 Million to Trump's White House Ballroom
Apple Pledged $25 Million to Trump's White House Ballroom
23 hours ago
Touchscreen MacBook Pro Could Launch on November 6
Touchscreen MacBook Pro Could Launch on November 6
1 day ago
New Withings Users Must Pay $99/Year for Apple Health Syncing
New Withings Users Must Pay $99/Year for Apple Health Syncing
1 day ago
Meta and Apple Bring Muse Spark Open AI Model to Mac Studio
Meta and Apple Bring Muse Spark Open AI Model to Mac Studio
1 day ago
iPad Mini 8: Apple Has Tested Both 60Hz and 120Hz ProMotion Displays
iPad Mini 8: Apple Has Tested Both 60Hz and 120Hz ProMotion Displays
1 day ago
Apple TV 4K 2022 vs. 2026 Buyer's Guide: All Differences Compared
Apple TV 4K 2022 vs. 2026 Buyer's Guide: All Differences Compared
1 day ago
Apple CEO John Ternus on Early Foldables: 'Kind of Cheap and Crappy'
Apple CEO John Ternus on Early Foldables: 'Kind of Cheap and Crappy'
1 day ago
Greg Joswiak Says Apple Isn't Focused on Making AI for 'Lunatic Fringe'
Greg Joswiak Says Apple Isn't Focused on Making AI for 'Lunatic Fringe'
1 day ago
Amazon Offers $120 Discount on AirPods Max 2, $50 Off AirPods Pro 3
Amazon Offers $120 Discount on AirPods Max 2, $50 Off AirPods Pro 3
1 day ago
Apple CEO John Ternus Featured on Cover of TIME Magazine: 'New Era'
Apple CEO John Ternus Featured on Cover of TIME Magazine: 'New Era'
1 day ago
Apple Announces Deadline to 'Get Ready' to Pre-Order the iPhone Duo
Apple Announces Deadline to 'Get Ready' to Pre-Order the iPhone Duo
1 day ago
MKBHD is 'Not Convinced' About Apple's New HomeView, Here's Why
MKBHD is 'Not Convinced' About Apple's New HomeView, Here's Why
1 day ago
Apple's Wall-Mounted HomeView Ships Without a Power Adapter
Apple's Wall-Mounted HomeView Ships Without a Power Adapter
1 day ago
Rare Apple-1 With Steve Jobs Letter Sells for $1.15 Million
Rare Apple-1 With Steve Jobs Letter Sells for $1.15 Million
1 day ago