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Since the rise of generative AI tools like ChatGPT, there has been widespread speculation regarding when Apple will introduce its own generative AI technology. Recent media reports suggest that this introduction may occur in the upcoming year. Tim Cook, Apple’s CEO, confirmed the company’s commitment to developing generative AI during a call with investors to discuss Q4 2023 fiscal results. Cook acknowledged that Apple has been exploring generative AI, an area where many tech companies have already made significant strides.

Tim Cook just said Apple $AAPL is investing “quite a bit” into Generative AI

— Evan (@StockMKTNewz) November 2, 2023

During the call, Tim Cook highlighted the existing AI and machine learning features in Apple devices, including Personal Voice, Crash Detection, and ECG in the Apple Watch. These features demonstrate Apple’s existing AI capabilities.

While Cook did not divulge specific details about Apple’s generative AI endeavours, he made it clear that the company is actively working on this technology. Apple aims to responsibly develop its own generative AI, which is expected to play a pivotal role in future product offerings.

Cook’s recent remarks are in line with his previous statements about Apple’s engagement in AI. In a previous interview, he mentioned that Apple has been conducting research in various AI technologies, including generative AI, for several years. Despite recognizing the potential of AI, Cook also acknowledged the existence of challenges that need to be addressed.

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