Tim Cook on Generative AI: 'We Have Advantages That Will Differentiate Us'

During today's earnings call covering the second fiscal quarter of 2024, Apple CEO Tim Cook again spoke about Apple's work on generative AI. He said that Apple has "advantages" that will "differentiate" the company in the era of AI, and some "very exciting things" will be shared with customers in the near future.

Apple Silicon AI Optimized Feature Siri 1

We continue to feel very bullish about our opportunity in generative AI. We are making significant investments and we're looking forward to sharing some very exciting things with our customers soon.

We believe in the transformative power and promise of AI and we believe we have advantages that will differentiate us in this new era, including Apple's unique combination of seamless hardware, software and services integration, groundbreaking Apple silicon with our industry leading neural engines, and our unwavering focus on privacy, which underpins everything we create.

Rumors have suggested that Apple's first AI features are designed to run on-device rather than contacting a cloud service, which would make Apple's AI much more private and secure than an online AI option. Apple's plan to have generative AI available on-device will require significant CPU and GPU power, and Apple is planning to focus on AI with the upcoming M4 chip.

We could see the M4 chip as soon as next week in new iPad Pro models, with Bloomberg's Mark Gurman indicating last weekend that there is a chance Apple will unveil the chip in the ‌iPad Pro‌ models.

Tags: AAPL, Earnings

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Top Rated Comments

Think|Different Avatar
3 weeks ago
Bring it on!! Can't wait to see what they bring out at WWDC.

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Score: 38 Votes (Like | Disagree)
btrach144 Avatar
3 weeks ago
Siri can’t even tell us the time anymore Tim…
Score: 33 Votes (Like | Disagree)
ThomasJL Avatar
3 weeks ago
Instead of innovating, Tim Cook is constantly trying to jump on the latest bandwagon. Now it happens to be AI. He's a follower, just like he was taught to do in his MBA degree program. Is it any wonder that those of us reading this forum on a Mac, iPhone, or iPad are looking at an ugly flat design UI that Apple copied from Microsoft?

Cook is so clueless when it comes to innovation, which is why he fired Apple's most Steve Jobs-like innovator, which was Scott Forstall.
Score: 18 Votes (Like | Disagree)
jz0309 Avatar
3 weeks ago
I believe it when I see it ...
Score: 18 Votes (Like | Disagree)
Serqetry Avatar
3 weeks ago
It feels so weird that Apple is embracing something without renaming it. I would have expected them to call it "Synthetic Cognition" or something instead of AI.
Score: 17 Votes (Like | Disagree)
EightyEight Avatar
3 weeks ago

It feels so weird that Apple is embracing something without renaming it. I would have expected them to call it "Synthetic Cognition" or something instead of AI.
Score: 15 Votes (Like | Disagree)