Apple (AAPL) CEO Tim Cook took some time during the company's second-quarter earnings call on Thursday to build excitement for upcoming generative AI offerings from the iPhone maker.
In his remarks, Cook told listeners that the company is optimistic about the opportunities offered by AI-generated intelligence and is making significant investments in the technology.
“We believe in the transformative power and promise of AI, and believe we have advantages that will set us apart in this new era, including Apple's unique combination of seamless integration between hardware, software and services, and Apple's leading silicon with our industry-leading Neural Engine; and our focus,” Cook said. Firm on privacy.
Before the call, Apple reported better-than-expected earnings and revenue, despite iPhone sales falling about 10% year over year.
Apple will host its annual WWDC developer conference in June, which is supposed to serve as a launching pad for the company's AI ambitions. Analysts hope generative AI can spark another iPhone sales supercycle. But so far, this technology does not appear to be increasing sales of competing smartphones from the likes of Samsung and Google.
Cook has been relatively coy about Apple's generative AI plans, dropping tidbits about the company's investments here and there. This is the first time he's spoken forcefully about how Apple can differentiate itself from its big tech rivals in the field of generative AI.
Wall Street is eagerly awaiting Apple's announcement of artificial intelligence. The company has not debuted any generative AI products since the technology went viral in late 2022.
Meanwhile, competitors, including Amazon, Google, Meta, and Microsoft, have rolled out a series of generative AI capabilities and products, including chatbots and search engine optimizations. Microsoft, in particular, has added generative AI directly to Windows 11 via Windows 11 Copilot.
If Apple's generative AI plans are to meet Wall Street's expectations, it will need to enable the kind of must-have features that users can't get on their current devices. We'll find out what Apple is planning next month.
Email Daniel Howley at [email protected]. Follow him on Twitter at @Daniel Holly.
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