Just last Thursday evening, Apple CEO Tim Cook said the company is working on generative AI software and that it will likely be introduced later this year. This lines up somewhat with rumors that the upcoming iOS 18 will be “the biggest update in the operating system’s history.” During the event, Tim Cook used the words “generative AI” repeatedly, but didn’t go into specifics.
In recent months, Google and Samsung have both been marketing heavily around advanced photo manipulation and other AI-powered features. In that context, Apple even acknowledging what it’s working on is a fairly rare move. Taken together, these hints suggest Apple is looking toward integrating AI into its software platforms — iOS, iPadOS, and macOS.
“Without getting into much detail, there’s a huge opportunity for Apple with generative AI, or Apple with AI going forward,” Tim Cook said in closing.