After announcing the financial results for the second quarter of the fiscal year (ending March 30, 2024), Apple CEO Tim Cook joined the chief financial officer Luca Maestri for a call with investors. During the latter, Cook also said a few words about the upcoming one Generative AI to which the company has been developing for some time now and which, barring any surprises, will be revealed at WWDC24 in June.
Tim Cook has shown a certain enthusiasm in wanting to reveal the innovations that Apple is assiduously working on. The CEO of the Californian giant did not explicitly refer to the much talked about AI features of iOS 18 but confirmed that the company is doing “significant investments” in generative artificial intelligence and that soon consumers will also be able to learn about these innovations. «Regarding opportunities in generative AI, we continue to be very optimistic», said Cook.
But how will Apple manage to make its way in a market already largely dominated by Google, Microsoft and OpenAI? While remaining vague, the CEO said that Apple has gods “advantages” which will allow the company to outmaneuver the competition.
We believe we have advantages that differentiate us from others in this new era, starting with the seamless integration of Apple product hardware, software and services, innovative Apple Silicon with our industry-leading Neural Engine, and our unwavering focus on privacy , which is the basis of everything we create.
AI protagonist at Apple’s WWDC24: the rumours
According to rumors that have been circulating insistently for several weeks and launched by reliable sources such as Mark Gurman and Ming-Chi Kuo, the Californian company will enrich its operating systems – starting from iOS 18 – with AI features such as chatbots, smart playlists on Apple Music and an assistant in Safari to summarize articles.
Again according to rumors, Apple is creating its own proprietary LLM capable of functioning completely on the device, therefore even in the absence of a network connection. At the same time he would be evaluating partnership aimed at making the experience even richer, and among the companies reached there would also be Google.