Tim Cook confirms Apple is working on generative AI

Apple CEO Tim Cook has finally confirmed that his company is jumping into the AI bandwagon by focusing on generative AI, Phonearena (via Apple Insider) reports.

The AI space is currently divided between Microsoft and Google. In the early days of the ChatGPT launch, Microsoft seized the opportunity to invest in the parent company, OpenAI, and get access to the tech behind the chatbot. Google also launched the Bard chatbot in response. This game could have a new player soon.

Speaking to UK media, Tim Cook confirmed Apple is working on generative AI and hiring related staff in the UK. “We’re hiring in that area, yes, and so I do expect [recruitment] to increase,” Cook said.

Apple might launch a rival for ChatGPT, Tim Cook confirms

The chief Apple executive stated that the company uses AI in all its products, including Fall Detection on the Apple Watch, Crash Detection, atrial fibrillation detection, ECG, and predictive typing on the iPhone. Additionally, Cook said Apple is evaluating the possibility of launching a ChatGPT-like service.

Apple’s interest in launching an AI chatbot, like ChatGPT, could impact the whole industry and add fuel to the fire of competition with Google and Microsoft. A dedicated Apple-designed AI chatbot on iPhones, iPads, and Macbooks would excite customers and enhance the user experience. Of course, Apple’s ChatGPT-like service might not come anytime soon.

Apple’s approach toward AI is interesting. Instead of bragging about AI and how it can affect users’ lives, Apple simply tries to improve its devices and user’s experience with AI. In WWDC 2023, the company unveiled AI additions to its products, like the iPhone’s ability to identify a user’s pet or a Digital Persona feature. In another example, AirPods Pro can automatically turn off noise canceling when a user starts to talk with another person.

Ultimately, Tim Cook asserted Apple’s commitment to the UK’s “vibrant” tech economy. The UK currently hosts Apple’s third largest employee population, and it’s a leading developer community for Europe, according to Cook.

Competition is AI space is getting tighter everyday, and once in a while, a new company steps in to launch an AI-driven service. Beside AI services, the AI hardware is also getting the eyes of investors. Apple’s former designer Jony Ive is reportedly in talks with OpenAI’s Sam Altman to develop an AI gadget.