Apple's AI endeavours to be revealed later this year: Tim Cook

Apple remains behind its archrivals, such as Microsoft and Google, when it comes to releasing AI-driven tools
An undated image displaying an Apple device. — Pexels
An undated image displaying an Apple device. — Pexels

The tech giant Apple is expected to lift the veil off its plans regarding the utilisation of generative artificial intelligence (GenAI) later this year, 

Making the announcement at Apple's annual shareholder meeting on Wednesday, Tim Cook, Apple's Chief Executive Officer (CEO), said the company sees "incredible breakthrough potential for generative AI, which is why we're currently investing significantly in this area. We believe that will unlock transformative opportunities for users when it comes to productivity, problem solving and more."

The iPhone maker has been lagging behind its archrivals, such as Microsoft and Google, when it comes to releasing AI-driven tools with capabilities to respond to complex queries asked in text commands.

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On the other other hand, Microsoft and Google has already positioned themselves well above in the AI race by capturing a significant portion of entire AI userbase around the globe, which they achieved through the releases of Microsoft Copilot and Google's Gemini.

The company CEO was of the view that the technology is already being used behind the curtain in Apple's products; however, more about AI will explicitly be out later this year, as noted by Reuters.

This development has conformed to a Bloomberg report, which mentioned that Apple was planning to put to work the technology, AI, in a bid to add efficacy in the way data on Apple devices is analysed.

"Every Mac that is powered by Apple silicon is an extraordinarily capable AI machine. In fact, there's no better computer for AI on the market today," Cook said.

When AFL-CIO —the largest American labor union federation — requested, company shareholders did not reveal insightful details pertaining to the ethos it opts for AI and how it's incorporated into the company's products.

Compared to other leading technology companies, Apple has been behind the curve on disclosing ethical guidelines regarding the use of artificial intelligence," Brandon Rees, deputy director for corporations and capital markets with the AFL-CIO, said in statement. "We hope that Apple will enhance its disclosure practices on this important issue to investors and other stakeholders."

The AFL-CIO stated, in its supporting statement in Apple's proxy materials, that "AI systems should not be trained on copyrighted works, or the voices, likenesses and performances of professional performers, without transparency, consent and compensation to creators and rights holders."