This acknowledgment is a significant departure from Cook’s usual focus on general artificial intelligence and machine learning technology. His prior statements have lauded the potential of AI but also pointed out the need to address associated challenges.
During the interview, Cook underscored Apple’s approach to incorporating AI technologies like generative AI into its products in ways that can “enrich people’s lives.”
Cook explained: “We’ve been doing research across a wide range of AI technologies, including generative AI, for years. 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.”
The expansion of Apple’s research and development budget to $22.61 billion in Q3 2023, up by $3.12 billion from the same quarter the previous year, serves as tangible evidence of this commitment.
In a separate conversation with CNBC, Cook further praised Apple’s advancements in AI research. He outlined the company’s belief in the fundamental importance of AI and ML technologies, which are deeply ingrained in every product the Cupertino company builds.
On the same note, Bloomberg reported that Apple is internally testing a generative AI chatbot, often referred to as AppleGPT, with its employees.
Speculation is rife that the company is planning to make a substantial AI-related announcement next year, although the specifics remain uncertain.