CEO Tim Cook has announced plans to introduce generative AI features to the iPhone, Mac, and other devices by the end of 2024.
The revelation comes amid anticipation from Apple enthusiasts and industry watchers, who have been awaiting the tech giant's foray into AI amid advancements made by competitors like Samsung and Google.
During Apple's quarterly earnings call on Thursday, Cook hinted at the imminent arrival of generative AI software, stating that the company is actively working on integrating such capabilities into its products and that customers can expect to experience them "later this year."
While specifics regarding the features remain under wraps, Cook brough to fore Apple's commitment to investing in technologies that shape the future, with AI being a focal point of their endeavors.
"Our M.O., if you will, has always been to do work and then talk about work, and not to get out in front of ourselves," Cook remarked, stressing on Apple's penchant for showcasing innovations at the appropriate time.
Cook expressed excitement about the potential of generative AI and its role in enhancing user experiences.
The CEO's references to generative AI align with recent reports suggesting that the upcoming iOS 18 update will be a landmark release for Apple's operating system.
Bloomberg's Mark Gurman indicated that AI-powered features would be a cornerstone of the update, hinting at significant enhancements for iPhone users.
Given Apple's tradition of releasing new iPhone models during fall events, speculation is rife that the AI integration will coincide with the launch of the next-generation devices.
Apple remains tight-lipped about the specifics of its AI strategy, industry observers await for a broader integration of AI across Apple's software platforms, including iOS, iPadOS, and macOS.
Observers remarked that "This move would align Apple with competitors like Samsung, Microsoft, and Google, all of whom have been leveraging AI to enrich user experiences and drive innovation"
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