Tim Cook Reveals Long-Term Investment in Generative AI Apple’s CEO, Tim Cook, recently disclosed the company's significant investment in generative artificial intelligence (AI) technology over several years. This announcement was made alongside the release of Apple's Q3 2023 earnings. In a conversation with Reuters, Cook underlined that Apple has been engaged in research in various AI technologies, including generative AI, for years.

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.

About the Author

News content on AppleMagazine.com is produced by our editorial team and complements more in-depth editorials which you’ll find as part of our weekly publication. AppleMagazine.com provides a comprehensive daily reading experience, offering a wide view of the consumer technology landscape to ensure you're always in the know. Check back every weekday for more.