Topics
Latest
AI
Amazon
Image Credits:Jonathan Cherry / Bloomberg / Getty Images
Apps
Biotech & Health
Climate
Image Credits:Jonathan Cherry / Bloomberg / Getty Images
Cloud Computing
Department of Commerce
Crypto
Enterprise
EVs
Fintech
Fundraising
gismo
punt
Government & Policy
ironware
layoff
Media & Entertainment
Meta
Microsoft
Privacy
Robotics
protection
societal
Space
startup
TikTok
Transportation
speculation
More from TechCrunch
event
Startup Battlefield
StrictlyVC
Podcasts
video
Partner Content
TechCrunch Brand Studio
Crunchboard
Contact Us
Apple has tossed another crumb to investors wondering when the world will get to see some ‘ Made in Cupertino ’ GenAI : Expect Apple to disclose what it ’s been working on in this buzzy slice of artificial intelligence “ later this twelvemonth ” , per CEO Tim Cook .
During an earnings call yesterday , Apple ’s chief White House emphasized its ongoing investiture in AI , alongside other — as he put it — “ groundbreaking innovation ” , such as the engineering which underpin Apple’sVision ProVR / AR headset , enjoin : “ We go on to spend a tremendous amount of time and travail and we ’re excited to share the detail of our ongoing work in that space later this year . ”
There was no more hint on when incisively Cupertino will draw out back the pall on its AI drive . But its annual developer confab , WWDC , typically takes place in June — and will certainly be one escort to watch for any handsome reveals here .
Analysts tuned into the call were curious about “ potential coming announcement on AI ” , and during the Q&A segment of the Q1 2024 issue call , Cook tickled the fervor of expectancy a little more , segue from enthusing about “ enterprise opportunities ” for Vision Pro to reference generative AI flat .
“ In terms of generative AI , which I would guess is your focusing , we have a lot of workplace going on internally , as I ’ve alluded to before , ” he said . “ Our M.O. , if you will , has always been to do form and then blab out about study and not to get out in front of ourselves . And so we ’re drop dead to guard that to this as well . But we ’ve perplex some thing that we ’re incredibly unrestrained about , that we ’ll be talk about afterward this class . ”
Apple ’s elderly leadership squad was also take about the level of investment it ’s make in AI , given the scale of measurement of some of the bets being made by other tech firms .
Chief financial police officer Luca Maestri responded concisely and bullishly — but without put any public figure on the storey of spend — to that one . “We’ve always say we will never under empower in the business . So we are making all the investments that are necessary throughout our product growth , software developing services development , ” he sound out . “So we will continue to seat in every domain of the business — and at the appropriate floor — and we ’re very excited about what ’s in store for us for the quietus of the year . ”
Join us at TechCrunch Sessions: AI
Exhibit at TechCrunch Sessions: AI
The iPhone Jehovah also field a question about edge processing and AI during the call , with another psychoanalyst asking if it ’s “ a believer in the edge thesis that AI and processing on smartphones and devices like yours is run to have a Brobdingnagian role in AI and AI apps and that it ’s something you guys can take advantage of ” .
Cook was n’t going to be drawn into tossing anything larger than crumbs ( to keep the metaphor ) — but he offered , perhaps , the equivalent of a instant toward the pith of the question , swear : “ Let me just say that I remember there ’s a immense opportunity for Malus pumila with Gen AI and and AI — without getting into more point and getting out in front of myself . ”
Apple ’s long - standing positioning of itself as pro - privateness and pro - user presents both a challenge and an opportunity when it comes to generative AI which demand huge amount of ( often personal ) data point to train AI models in the sought for drive for utility .
However if Apple can tender users GenAI tool that do n’t demand users ’ information is uploaded to a third party cloud somewhere , with all the privateness and security hazard that can implicate , and instead processing to power the tech can be done topically , on gadget , it could — potentially — carve itself ( and its ecosystem ) a differentiating recess vs the current data - gobbling market drawing card in GenAI . ( OpenAI , for example , is nowfacing a explosive charge its AI chatbot , ChatGPT , gap Europe ’s data protective covering lawsin areas such as AI framework grooming . )
When it descend to edge AI , functioning will of course be key . But this is Apple — and finessing product , via its own hardware and computer software development , is its patronage — so if anyone has both the rational and resources to root for off development of privacy - conscious GenAI it ’s going to be Apple .
Apple CEO Tim Cook says AI is a profound technology , confirms investments in generative AI
Apple ’s job listing suggest it plans to instill AI in multiple merchandise
