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Apple Set to Unveil AI Strategies, CEO Tim Cook Announces

Every once in a while, a revolutionary product comes along that changes everything.

Steve Jobs

The tech giant plans to reveal its generative AI ambitions, aiming for transformative user opportunities.

“Every once in a while, a revolutionary product comes along that changes everything,” Steve Jobs once said. Today, Apple Inc. is on the verge of another revolution, this time in the realm of Artificial Intelligence (AI). The company’s CEO, Tim Cook, recently during the annual shareholder meeting on February 28, 2024 announced plans to disclose more about Apple’s intentions to utilize generative AI later this year.

Cook emphasized the “incredible breakthrough potential” of generative AI, stating, “We’re currently investing significantly in this area. We believe that will unlock transformative opportunities for users when it comes to productivity, problem solving, and more.”, Reuters reports.

A Cautious Approach to AI Innovation

Unlike its competitors such as Microsoft and Google, Apple has adopted a slower pace in integrating generative AI, which simulates human-like responses to written prompts, into its offerings. Cook highlighted that AI is already a key component behind the scenes in Apple’s products, promising more explicit AI feature announcements to come.

“Every Mac that is powered by Apple silicon is an extraordinarily capable AI machine. In fact, there’s no better computer for AI on the market today,” Cook proudly stated, hinting at the already underlying presence of AI within Apple’s technology.

Apple CEOTim Cook

Ethical AI Use and Shareholder Concerns

Despite advancements, Apple faced a proposal, ultimately rejected by shareholders, demanding greater transparency in AI usage and its ethical guidelines. This proposal, championed by the AFL-CIO, America’s largest labor union federation, garnered 37.5% of votes.

Brandon Rees of the AFL-CIO expressed hopes for enhanced disclosure practices from Apple, stating, “Compared to other leading technology companies, Apple has been behind the curve on disclosing ethical guidelines regarding the use of artificial intelligence.”

Apple Logo: Source Apple
Apple Logo: Source Apple

Record Financial Performance Amidst AI Investments

Amidst these AI developments, Apple reported a revenue growth driven by iPhone sales and an all-time revenue record in Services for the December 2023 quarter. The company achieved quarterly revenue of $119.6 billion, marking a 2% increase year over year. “Our December quarter top-line performance combined with margin expansion drove an all-time record EPS of $2.18, up 16 percent from last year,” CFO Luca Maestri shared, reflecting the company’s robust financial health and commitment to innovation.

Apple CEO Tim Cook on AI. AI Reporter
Apple CEO Tim Cook on AI: Image – AI Reporter

A Future Focused on Breakthroughs

As Apple prepares to navigate the promising yet complex terrain of AI, it continues to emphasize its legacy of innovation and dedication to enhancing user experiences. With a history of pioneering personal technology since the Macintosh in 1984, Apple remains at the forefront of technological evolution. The forthcoming AI disclosures are not just about expanding Apple’s product capabilities but are also seen as a step towards reinforcing its commitment to responsible and transformative technology use.