Apple CEO Tim Cook has unveiled the company's significant investments in generative AI during the firm's annual shareholder meeting, signaling a deepening commitment to this technology trend. 

Tim Cook: Investment of Apple in Generative AI

During the annual shareholder meeting, held virtually on Wednesday, Tim Cook expressed the company's belief in the transformative potential of generative AI, emphasizing their current substantial investments in this technology, CNBC reported. 

He highlighted the anticipated benefits for users in terms of productivity and problem-solving. While Apple has not introduced competing products like OpenAI's GPT or Google's Gemini, Cook hinted at a forthcoming major announcement later this year, teasing advancements in generative AI.

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'AI-Powered' Apple

Tim Cook also reframed some announced Apple products as "AI-powered" to show the company's longstanding involvement in AI technology, which it previously referred to as machine learning. 

He pointed out various features using Apple's AI technology, such as Vision Pro's hand-tracking tool and Apple Watch's heart rate alerts, illustrating the integration of AI into users' daily lives. He added that Apple's chips inside its MacBooks can also run AI.

Apple typically unveils new software developments at its annual developer's conference in June, and Cook's remarks seemed to hint at potential AI-related announcements.

During the meeting, Cook did not address Apple's "Project Titan" work on developing an autonomous electric car, which he previously described as the "mother of all AI projects." On Tuesday, employees were told that the program was being discontinued.

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