Apple CEO, Tim Cook, has publicly commented on the rise of generative AI, a first for the company. During the announcement of Apple’s financial results for the second quarter of 2023, Cook was asked about the growing popularity of generative AI tools such as Google Bard, Microsoft Bing, and OpenAI’s ChatGPT.

Apple AI Strategy has already reached a large audience

Generative AI, which creates new content based on existing data, has gained a lot of attention over the past year, largely due to the growing popularity of tools such as Google Bard, Microsoft Bing, and OpenAI’s ChatGPT. However, Apple’s Voice Assistant, Siri, was one of the first AI assistants to reach a wide audience back in 2011. So far, Apple has yet to introduce many new AI tools in its computers, tablets, and phones. Some have questioned whether Apple can keep up with its competitors and integrate new generative AI into its services, which could significantly hinder the company if other services incorporate AI while Apple does not.

When asked about this during the announcement of Apple’s financial results for the second quarter of 2023, Cook was cautious but optimistic, stating that “the potential of generative AI is very interesting” and that Apple has made significant progress in integrating AI and machine learning into its products and services. Cook also pointed out the use of algorithms in the health sensors of the Apple Watch, which are used to analyze health data.

A new generative AI tool made in Cupertino?

During the announcement, Cook didn’t comment on whether Apple plans to launch its generative AI tool. Instead, he stressed the importance of a careful and thorough approach to integrating AI, indicating that Apple is still researching the technology and may be hesitant to launch a product once it’s fully ready. This approach may also explain the indefinite postponement of Apple’s AR glasses.

Cook did acknowledge that Apple has made significant progress in the field and has been integrating AI and machine learning into its products and features for many years, but beyond Siri, the company has yet to launch any consumer-facing AI-focused apps or services.

Apple’s success with or without generative AI

Despite Apple’s cautious approach, the company has been successful in the second quarter of 2023, reporting a revenue of $94.8 billion and a net profit of $24.2 billion. While the iPhone continues to be Apple’s flagship product, the services segment is becoming increasingly important, generating $21 billion in revenue. This is especially crucial given the challenges the iPad and Mac segments faced during the quarter.

Cook’s comments on AI reflect the concerns expressed by other business leaders, including Elon Musk, who have called for developers to pause their training of powerful AI models due to potential safety risks. Generative AI tools such as ChatGPT have gained public attention but have also faced criticism for the same reason. Apple’s cautious approach to AI may reflect these concerns, as the company has traditionally prioritized user privacy and security.

While Cook’s comments may not have provided a clear indication of Apple’s future plans for AI, they suggest that the company is taking the technology seriously and exploring ways to integrate it into its products and services thoughtfully. With the services segment’s success, AI will continue to be a crucial focus for Apple in the coming years.