Apple Q3 Report: Tim Cook Reveals Generative AI Projects Under Development for Years—Is It Coming?

Isaiah Richard, Tech Times 03 August 2023, 11:08 pm

The latest earnings report from Apple saw mixed results for the company's latest quarter, with iPhone sales seeing a dip, but one of the key takeaways here is from Tim Cook and Apple's AI developments. For years, many have questioned Apple's AI especially as what people saw with Siri is not that iconic, yet its CEO reveals it has generative AI projects now.

With the rise of generative AI in the present, Apple may seem to be lagging, and it remains unknown when would the company bring its said projects to be used by the public.

Apple Q3 Report: Tim Cook Reveals Generative AI Projects

(Photo : CHRIS TUITE/AFP via Getty Images)

Apple's latest Q3 report is not all about what happened in the past three months, as the company, alongside CEO Tim Cook, revealed that Apple is also invested in generative AI.

Reuters reported that Cook unveiled via an interview that Apple is working on generative AI for years, with the company also investing in this advanced technology.

As per its CEO, Apple "doing research across a wide range of AI technologies, including generative AI, for years."

Apple also points to its latest numbers as proof of its R&D spending, with AI being a part of it.

"We're going to continue investing and innovating and responsibly advancing our products with these technologies to help enrich people's lives. Obviously, we're investing a lot, and it is showing up in the R&D spending that you're looking at," claimed Cook.

Apple's Generative AI: Is It Coming?

For now, Apple remains secretive about its generative AI projects, much like how it treats the many devices it makes available to the public before it launches. It may be because these are not yet ready, but could also be following a timeline for the company's proper unveiling.

The only thing left to do now is wait, especially as there are no announcements yet regarding this generative AI project or when it will arrive.

Apple's AI

Throughout the years, Apple is known to bring AI developments into its services and features, on different devices or techs of the company. The Apple CEO addressed the growth of AI within the company, centering on the likes of Siri, Apple Watch features, and integrations like Fall Detection and ECG, among many others.

Siri has been the most known AI product of Apple available in almost all of its devices including the iPhone, Mac, iPad, HomePods, and more.

Back in WWDC 2023, Apple revealed a handful of its latest AI developments, mostly integrated with its devices, but not as standalone services like ChatGPT.

Artificial intelligence may not be what Apple boasts of the most, but it is still there and the company has more plans in the future for its development. Much as to what the world thinks of the Cupertino giant, Cook remains a believer in Apple's future in the AI world, particularly with generative AI which we will see more in the future.