During the recent Q4 earnings call with investors, Apple CEO Tim Cook addressed the perception that the company lags behind in AI, emphasizing recent technological advancements attributed to artificial intelligence.
Cook highlighted innovations in iOS 17, such as Personal Voice and Live Voicemail, showcasing the intersection of consumer benefits and underlying AI technologies. Cook stressed that Apple doesn’t always explicitly label these features as “AI” but rather focuses on communicating their practical advantages.
For instance, Personal Voice, positioned as an accessibility feature, employs machine learning to craft automated voices resembling users. It aids individuals experiencing speech challenges due to health conditions like ALS. Live Voicemail, another iOS 17 feature, provides real-time transcriptions during voicemail recordings, indicating the pervasive role of AI in enhancing user experiences.
Cook stated the pivotal role of AI in various Apple products, citing lifesaving features on devices like fall detection, crash detection, and ECG on the Apple Watch. Despite acknowledging ongoing work on generative AI technologies within the company, Cook remained tight-lipped about specific details, emphasizing Apple’s commitment to responsible development and teasing forthcoming product advancements.
Apple’s foray into AI has faced scrutiny compared to recent strides by competitors in consumer-facing AI technologies. Reports suggest substantial budget allocation and dedicated teams focusing on large language models, with the aim of empowering Siri to automate tasks currently requiring manual programming. The vision includes expanding Siri’s capabilities to execute commands like curating and sending recent photos, similar to advancements seen in competing platforms.
Expectations for the next iOS iteration include enhanced AI capabilities, with speculated improvements to Siri and the Messages app. This could involve answering questions and completing sentences, close to what Google’s autocomplete feature for Gmail offers. Reports also suggest the integration of generative AI into Apple development tools like Xcode, signaling the company’s ongoing efforts to harness AI for diverse applications.
