Apple also enters generative AI arena: Company to unveil solutions later this year

Apple may unveil its first generative AI solutions for iPhone and Mac at WWDC 2024

After Vision Pro mixed-reality headsets launched in the market, Apple now focuses on introducing generative AI to the market. With its competitors like Google and Samsung introducing their AI in the market, iPhones are currently lagging in the field of artificial intelligence, but there are anticipated improvements in the near future. In its recent earnings call, the technology company based in Cupertino affirmed its commitment to ensuring that the iPhone does not fall behind in the AI competition.

In a discussion with analysts after Apple’s fiscal first-quarter earnings disclosure, CEO Tim Cook alluded to a forthcoming announcement in the field of artificial intelligence (AI) later in the year. While Cook didn’t delve into specifics, he emphasised Apple’s determination to compete with major tech players like Microsoft, Google, Amazon, and OpenAI, all actively engaged in advancing AI models capable of generating text and images.

“As we look ahead, we will continue to invest in these and other technologies that will shape the future,” said Tim Cook during the call. “That includes artificial intelligence, where we continue to spend a tremendous amount of time and effort, and we’re excited to share the details of our ongoing work in that space later this year.”

Industry experts and those familiar with Apple’s plans anticipate the unveiling of sophisticated generative artificial intelligence functionalities with the introduction of iOS 18, the upcoming iteration of its mobile operating system for iPhones. Apple traditionally introduces new software at its annual developer’s conference, WWDC, held in June.

There is speculation that Apple might not explicitly use the term ‘Generative AI’ during the presentation, a strategy reminiscent of how the company deliberately avoided the terms ‘Augmented Reality’ and ‘Virtual Reality’ when promoting its $3500 Vision Pro headset, which recently became available for purchase in the US.

Tim Cook also said, “Let me just say that I think there’s a huge opportunity for Apple with Gen AI and AI, without getting into more details and getting out in front of myself.”