While Microsoft, Google, Meta, and Amazon have eagerly embraced generative AI technology, Apple has taken a more reserved approach. As the company prepares to report its earnings on Thursday, analysts are curious to know why Apple has been slow to adopt generative AI and what plans the company has for the future.
In June, Apple made an announcement that it is utilizing generative AI to enhance autocorrect and dictation features in iOS 17. However, the company chose to avoid using popular labels like “AI” or “GPT” and instead referred to the underlying technology as “transformer.” This decision has generated curiosity among analysts.
Furthermore, reports suggest that Apple is conducting internal tests on its own GPT-like engine. This web-based app is said to be similar to ChatGPT and Google’s Bard. Apple is still contemplating how and whether to incorporate this technology into its products.
During a quarterly earnings call in May, Apple CEO Tim Cook acknowledged the potential of generative AI and large language models (LLMs). However, he emphasized the importance of addressing concerns and being meticulous in the development and deployment of these models.