In recent calls with tech companies such as Alphabet, Microsoft, and Amazon, “generative AI” was the main push for the future. What are Apple’s plans in this space? CEO Tim Cook was asked this question on Apple’s second-quarter earnings call on May 4th. He did not deliver a detailed answer, keeping to Apple’s custom of being very secretive with regards to their upcoming products. Instead, he spoke about being “deliberate and thoughtful” when it comes to Artificial Intelligence.
AI is already embedded in many of today’s Apple products. Features such as crash detection, fall detection, and ECG functionality are powered by AI on iPhones and Apple Watches. The voice assistant Siri, which helps the user carry out tasks, uses Natural Language Processing across many Apple products, from Mac computers to HomePods. In 2021, Apple appointed Samy Bengio, former head of Google’s AI development, to help Apple’s tech advance further.
The conversation about Artificial Intelligence is complex and wide-reaching. Arguments over its impact and risks, or explainability, and bias are all serious matters that need extensive discussion. The Biden administration is currently overseeing initiatives that address the safety and risk of AI in society.
Apple has not commented on their product roadmap, and Tim Cook did not provide any more insight. What we can take from his explanation is that Apple will certainly continue to invest in AI, but with great thoughtfulness and caution.
Apple Inc. is an American multinational technology company headquartered in Cupertino, California. It is one of the world’s largest technology companies by total revenue. Apple designs, manufactures, and markets smartphones, computers, tablets, audio players, and wearable tech products.
Tim Cook is the current CEO of Apple. He previously served as the company’s chief operating officer under its late co-founder Steve Jobs. Cook is also an advocate for environmentalism, LGBTQ rights, and the privacy of customer data. He has served as a member of the National Football Foundation and on the boards of various universities. Cook has also been named a presidential ambassador for global entrepreneurship and the recipient of several honors such as the Human Rights Campaign’s Visibility Award.
