Apple CEO Tim Cook pushed back a bit at the notion that the company was behind in AI on yesterday’s Q4 earnings call with investors, as he highlighted technology developments that Apple had made recently that “would not be possible without AI.” Specifically, the exec pointed to new iOS 17 features like Personal Voice and Live Voicemail as examples of its innovation with AI technologies. In addition, Cook confirmed Apple was working on generative AI technologies.
The features Cook called out aren’t necessarily thought of as AI by consumers, and that may be by design. Cook suggested that Apple doesn’t label the features as “AI” necessarily.
“We label them as to what their consumer benefit is,” Cook said. “But the fundamental technology behind it is AI and machine learning.”
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