Apple CEO Tim Cook recognized how AI has huge potential as other companies races to develop a perfect version of their own chat-friendly artificial intelligence like Google and Microsoft. 

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CUPERTINO, CALIFORNIA - SEPTEMBER 07: Apple CEO Tim Cook walks through a crowd during an Apple special event on September 07, 2022 in Cupertino, California. Apple CEO Tim Cook unveiled the new iPhone 14 as well as new versions of the Apple Watch, including the Apple Watch SE, a low-cost version of the popular timepiece that will start at $249.

Addressing AI Growth

When he was asked to share his take on Artificial Intelligence, Apple's Chief Executive Officer Tim Cook addressed it as huge and the topic of the year. In fact, he stated that Apple is also considering to maker inroads into it. Interesting Engineering reported that Cook remains interested in the technology but cautioned to be thoughtful in approaching it.

Since there is a flood of new artificial intelligence services and big tech companies started investing in these, Cook noted that there is a number of issues that are needed to be sorted in different places. His comments regarding the technology can be interpreted as critical of Microsoft and Google, which incorporated AI into their search engines. 

Incorporating AI into Apple Products

Cook was also asked of incorporating AI into future Apple products but he did not give any comment on future product roadmaps as per the company's policy. He even barely mentioned the subject when the company was compared with other competitors in the tech industry. However, he hinted at weaving AI into future products on a very thoughtful basis. 

As he views AI as huge and continues to weave the technology into its products, Business Insider reported that he clarified that Apple already has folded machine learning and AI into some of its products. 

This includes features like Fall Detection and ECG which can be found on some Apple Watch models, and Crash Detection which can also be found on iPhone models. "These things are not only great features, but they're also saving people's lives," he stated. 

Aside from this, Apple technically deployed already a generative AI to a lot of its products as they introduced the AI-based assistant Siri in February 2010. But compared to other companies, Apple does not seem to be in a rush to integrate the technology, similar to ChatGPT into its products. The company relied on AI instead of very specific features. 

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Throughout that, The Independent reported that Apple remained largely quiet regarding its plans for artificial intelligence. The company has given no real indication of whether it will embrace the technology in the future and dive into it much deeper compared to what they are offering now. 

Previous reports have claimed that a relative lack of progress with Siri is enough verification that Apple failed to make the most of artificial intelligence. 

But critics and its fans were not the only ones frustrated about this as Apple employees themselves are frustrated with the shortcoming of the virtual assistant. Hopefully, Apple will address this with new changes and much improved Siri this year.

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