Apple CEO Tim Cook attends the Wonderlust occasion on the firm’s headquarters in Cupertino, California, on Sept. 12, 2023.
Loren Elliott | Reuters
While Cook’s remarks on Thursday didn’t embrace many particulars, they did point out that Apple desires to compete with Microsoft, Google, Amazon, OpenAI and different know-how corporations engaged on cutting-edge AI fashions that may generate textual content and pictures.
“As we glance forward, we are going to proceed to spend money on these and different applied sciences that may form the longer term,” Cook mentioned throughout a name with analysts. “That contains synthetic intelligence the place we proceed to spend an incredible quantity of effort and time, and we’re excited to share the small print of our ongoing work in that area later this yr.”
Generative AI began drawing important consideration from know-how corporations and buyers beginning in 2022, after OpenAI launched ChatGPT and picture mills quickly improved. Apple didn’t announce a complicated AI mannequin final yr, though the corporate has lengthy invested in related machine studying know-how in its chips and software program, which may, for instance, identify people or pets inside photographs.
Apple sometimes broadcasts new software program in June at its annual developer’s convention, WWDC. Last yr, the corporate introduced an autocorrect function for the iPhone keyboard primarily based on a transformer-based language mannequin, which shares the identical underlying know-how as GPT. But Apple by no means used the phrase “synthetic intelligence” in the course of the presentation, preferring the more academic term “machine learning.”
“Let me simply say that I feel there’s an enormous alternative for Apple with Gen AI and AI, with out stepping into extra particulars and getting out in entrance of myself,” Cook mentioned.
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