Apple has never been big on keeping customers apprised of its research and development efforts, choosing instead to occasionally spring new technology on the world.
However, with the massive amount of interest in how companies are using AI to supercharge their offerings, Apple CEO Tim Cook finally confessed that they are working on it.
It turns out that they use a lot of AI already, but just don’t brand it that way to jump on hype cycles.
In a vacuum of information, it often appears that companies that haven’t publically trumpeted their AI plans are way behind the curve.
Cook pushed back on this notion during a recent earnings call stating, “We view AI and machine learning as fundamental technologies, and they’re integral to virtually every product that we ship.”
He went on to add that many of the features in the newest releases of iOS and the iPhone are founded on the use of AI.
Apple is said to be quietly ramping up its own generative AI capabilities and is spending “millions per day” on research and development efforts in the area.
Cook offered, “In terms of generative AI, we have — obviously, we have work going on. I’m not going to get into details about what it is, because — as you know, we don’t — we really don’t do that.”
Despite exceeding market expectations on revenue for the quarter, Apple’s stock took a brief dip based on a slowdown in revenue for the fourth consecutive quarter – the longest such slump in nearly two decades.