February 5, 2024

Apple Unveils Plans for Groundbreaking Generative AI Features in 2024

Apple CEO Tim Cook has confirmed that the company is working on generative artificial intelligence (AI) features that will be available to consumers later in 2024.

During the company’s quarterly earnings call on Feb. 1, Cook stated that Apple believes there's a "huge opportunity" in the realm of AI and generative AI. He confirmed the company's dedication to investing significant time and effort in these technologies, promising a detailed disclosure of their ongoing work later this year.

As analysts sought further details on Apple’s AI plans, Cook expressed excitement about certain developments but chose to keep them under wraps until a later date. Apple traditionally unveils new software products in June at its annual Worldwide Developers Conference.

Despite the buzz surrounding Apple’s future AI plans, the company trails behind competitors like Google, Microsoft, and Meta, who have aggressively pursued AI advancements over the past year. On Jan. 29, Apple's valuation fell below the $3 trillion mark, allowing Microsoft to claim the title of the world’s most valuable publicly traded company. In its earnings report, Microsoft attributed its success to "infusing AI in every layer" of its tech stack.

Alphabet, Google and YouTube's parent company, reported consolidated revenue of $86 billion in the fourth quarter of 2023, marking a 13% year-on-year increase. Alphabet highlighted the benefits of its AI investments and innovation, suggesting even greater achievements with the release of its new Gemini model.

In addition to Apple's preview of its upcoming AI and generative AI products, the company hinted at other major developments for 2024. This includes the iPhone 16 and 16 Pro, an anticipated update to iOS 18, considered by some as potentially the most significant update in the operating system's history. Apple also launched its long-awaited augmented reality headset, the Vision Pro, on Feb. 2, marking a significant milestone in the company's commitment to cutting-edge technology.

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