Apple CEO Tim Cook (2nd R) greets prospects as he arrives for the discharge of the Vision Pro headset on the Apple Store in New York City on February 2, 2024.
Angela Weiss | AFP | Getty Images
Apple CEO Tim Cook mentioned Wednesday that his firm is pouring cash into synthetic intelligence, one of many strongest alerts but that the iPhone maker is embracing the generative AI craze that is consumed the tech business.
The firm sees “incredible breakthrough potential for generative AI, which is why we’re currently investing significantly in this area,” Cook mentioned at Apple’s annual shareholder assembly, which was held nearly. “We believe it will unlock transformative opportunities for our users when it comes to productivity, problem-solving and more.”
Apple hasn’t unveiled competing merchandise to fashions like OpenAI’s GPT or Google’s Gemini, however he teased a significant announcement coming this 12 months.
“Later this year, I look forward to sharing with you the ways we will break new ground in generative AI, another technology we believe can redefine the future,” Cook mentioned.
He additionally reframed a number of introduced Apple merchandise as “AI-powered,” to emphasise that the corporate has been engaged on the expertise for years. In the previous, the corporate tended to keep away from the time period AI in favor of machine studying.
Current options that use Apple’s AI expertise embrace the Vision Pro’s hand-tracking instrument and Apple Watch’s coronary heart fee alerts, Cook mentioned. He additionally mentioned that Apple’s chips inside its MacBooks are able to operating AI.
“AI is woven into our users’ lives for all sorts of tasks, from the everyday to the essential,” Cook mentioned. “AI allows Apple Watch to help you track your workouts, automatically detecting whether you’re taking a walk or going for a swim. It enables your iPhone to call for help if you’re in a car accident.”
Apple typically proclaims new software program merchandise and options in June at its annual developer’s convention.
At the assembly, Cook was not requested in regards to the Apple Car challenge, which he’d beforehand known as the “mother of all AI projects.” Employees had been informed Tuesday that this system was being disbanded.
In response to a basic query about what merchandise the corporate chooses to launch, Cook mentioned, “much of this is about focus.”
The remarks got here after Apple shareholders rejected a proposal that might compel the corporate to supply a report on AI dangers.
The proposal submitted by AFL-CIO Equity Index Funds was learn on the assembly by Apple retail worker and union organizer Michael Forsythe and would have pushed the corporate to reveal moral tips for AI. Apple opposed the trouble, claiming such a transfer may disclose firm secrets and techniques.
At the assembly, shareholders permitted Apple’s board of administrators, together with electing former Aerospace CEO Wanda Austin, who’s becoming a member of as Al Gore and James Bell retire. Shareholders additionally permitted the corporate’s auditor and govt pay.
Five separate unbiased shareholder proposals opposed by Apple had been rejected, together with the AI report.
Correction: A proposal submitted by AFL-CIO Equity Index Funds was learn on the assembly. An earlier model misstated its title.
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