With the release of Vision Pro behind us and the recent halt in car-related projects, it’s evident that Apple is directing significant resources towards its upcoming venture into generative AI (genAI).
This development carries substantial weight — so much so that Apple CEO Tim Cook once again broached the topic during the company’s latest annual shareholder meeting.
"In the coming months, I am eager to unveil how we will pioneer groundbreaking advancements in generative AI, a technology poised to redefine our future," he remarked.
Apple's intent to redefine the future? Cook's discussion of unannounced products is typically deliberate, likely aimed at reassuring shareholders of the company's deep investment in this domain.
Addressing the misconception that Apple lags behind in the AI race, he emphasized the pervasive integration of machine learning within Apple’s ecosystem. "We foresee transformative opportunities for our users in productivity, troubleshooting, and beyond," Cook affirmed.
This isn't the first time Cook has alluded to Apple's AI endeavors. During the Q1 earnings call, he underscored the significant time and resources dedicated to AI development, with reports suggesting an annual investment of one billion dollars.
Cook has previously pledged to unveil further details of their ongoing AI initiatives later this year.
This revelation is anticipated to occur at WWDC 2024 in June, coinciding with the unveiling of iOS 18, macOS 15, iPadOS 18, and enhancements across Apple's product lineup.
However, caution is warranted. Apple isn't hastily pushing genAI to market. Reports indicate initial enhancements will debut in Siri, Spotlight search, Xcode, and the iWork suite. The company stresses the need to consider broader societal and economic implications of AI-driven tools.
Cook boldly proclaimed, "Every Mac powered by Apple silicon boasts extraordinary AI capabilities, making it the premier choice for AI computing."
Why the claim? Apple has engineered its processors with dedicated cores for both conventional computing and AI tasks, bolstered by potent on-chip GPUs.
The GPU's role will be pivotal as Apple introduces its take on AI technology, especially if it aims for edge computing rather than reliance on servers. (Although Apple is also reportedly bolstering its server infrastructure, the extent of genAI at the edge remains to be seen.)
In processor design, Apple has surged ahead of rivals, with Qualcomm's forthcoming Snapdragon X Elite Arm chip reportedly trailing Apple's M3 chip in performance. The M3 chip is already integrated into hundreds of thousands of Macs, with new iterations likely on the horizon.
What’s the significance? Apple is adamant about dispelling any notion of falling behind in technology. Its commitment to processor excellence demonstrates its willingness to invest in achieving dominance.
For Apple, the potential to invigorate iPhone and hardware sales with compelling AI features is echoed by Morgan Stanley analyst Erik Woodring. He anticipates these technologies will not only boost iPhone sales but also drive subscriptions to Apple's services.
"We are increasingly enthusiastic about Apple's 'Edge AI' prospects and indications of accelerated Gen AI efforts," he stated. "We believe Apple is one of six key companies poised to capitalize on edge computing, enabling unprecedented Gen AI-driven functionalities."
Cook's enthusiasm likely aims to ignite similar excitement among Apple's shareholders for the imminent iPhone AI advancements.
