AI is already a big part of Apple

Artificial intelligence is the industry buzzword these days, and while Apple is remaining tight-lipped on the subject, CEO Tim Cook promises it’s an integral part of its products.

A few questions directed the call towards AI and Apple’s investments in it. Apple’s leadership was clear on the company’s stance on AI — it wasn’t just being developed, it was already part of everything.

“If you kind of zoom out and look at what we’ve done on AI and machine learning and how we’ve used it, we view AI and machine learning as fundamental technologies and they’re integral to virtually every product that we ship,” Cook replied to a question about generative AI. “And so just recently, when we shipped iOS 17, it had features like personal voice and live voicemail. AI is at the heart of these features.”

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