Mediaboss Marketing

During Apples quarterly earnings call on Thursday afternoon, CEO Tim Cook mentioned that the company is working on generative AI software features that will make their way to customers later this year. That aligns with reporting from Bloombergs Mark Gurman, who said recently that iOS 18 could be the biggest update in the operating systems history. Cooks teases he mentioned generative AI several times, but never got specific seem to confirm that were in for a big release this fall.

As we look ahead, we will continue to invest in these and other technologies that will shape the future. That includes artificial intelligence, where we continue to spend a tremendous amount of time and effort, and were excited to share the details of our ongoing work in that space later this year, Cook said in his prepared remarks.

Analysts tried to press Cook for more details, but he didnt offer much. Our M.O., if you will, has always been to to do work and then talk about work, and not to get out in front of ourselves. And so were going to hold that to this as well. But we have got some things that were incredibly excited about, that well be talking about later this year.

AI software features ranging from advanced photo manipulation to word processing enhancements have been a major selling point of smartphones from Google and Samsung in recent months. Its rare for Apple to telegraph its upcoming moves, so you can take this as a sign that the company has ambitious plans to integrate AI into its software platforms iOS, iPadOS, and macOS later this year.

Let me just say that I think theres a huge opportunity for Apple with generative AI and with AI, without getting into many more details or getting out ahead of myself, Cook said to conclude the call.

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Tim Cook confirms Apple's generative AI features are coming later this year - The Verge