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Tim Cook on Generative AI: 'We Have Advantages That Will Differentiate Us'

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During today's earnings call covering the second fiscal quarter of 2024, Apple CEO Tim Cook again spoke about Apple's work on generative AI. He said that Apple has "advantages" that will "differentiate" the company in the era of AI, and some "very exciting things" will be shared with customers in the near future.

Apple-Silicon-AI-Optimized-Feature-Siri-1.jpg

We continue to feel very bullish about our opportunity in generative AI. We are making significant investments and we're looking forward to sharing some very exciting things with our customers soon.

We believe in the transformative power and promise of AI and we believe we have advantages that will differentiate us in this new era, including Apple's unique combination of seamless hardware, software and services integration, groundbreaking Apple silicon with our industry leading neural engines, and our unwavering focus on privacy, which underpins everything we create.
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Rumors have suggested that Apple's first AI features are designed to run on-device rather than contacting a cloud service, which would make Apple's AI much more private and secure than an online AI option. Apple's plan to have generative AI available on-device will require significant CPU and GPU power, and Apple is planning to focus on AI with the upcoming M4 chip.

We could see the M4 chip as soon as next week in new iPad Pro models, with Bloomberg's Mark Gurman indicating last weekend that there is a chance Apple will unveil the chip in the iPad Pro models.

Article Link: Tim Cook on Generative AI: 'We Have Advantages That Will Differentiate Us'
 
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https://www.macrumors.com/2024/05/02/tim-cook-on-generative-ai/
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tivoboy

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May 15, 2005
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Yeah, we have 2.2 BILLION IOS devices out there! That’s Facebook territory and probably more sticky and targetable.
 
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antiprotest

antiprotest

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Apr 19, 2010
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bollman said:
They just started talking about "AI". Roll back a year, and all keynotes talked about "Machine Learning".
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Apple wanted to be the leader but invested in the wrong things as well as neglected the next big thing. Now it's playing the follower.

As an Apple user I hope for my own sake that Apple catches up and much more. But I am resentful that Apple has wasted so much of our time and let us down again and again.

Apple has not messed up enough to make me leave yet and I'm heavily invested in their products and ecosystem. So although there is much bitterness I am still rooting for Apple for my own benefit.
 
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macduke

macduke

macrumors G5
Jun 27, 2007
13,188
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Anyone else fatigued by new AI news? I'm just sick of the existential dread that I feel every time it makes an advancement, which is daily, and I become more and more obsolete as a worker and provider for my family. The creeping anxiety is real. I only have two hopes at the moment: The power requirements are quickly spiraling out of control which will somewhat limit this (and probably work in Apple's favor) and companies will still need people to work jobs so they can pay for things. No jobs = no economy.
 
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delsoul

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Mar 7, 2014
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antiprotest said:
Apple wanted to be the leader but invested in the wrong things as well as neglected the next big thing. Now it's playing the follower.

As an Apple user I hope for my own sake that Apple catches up and much more. But I am resentful that Apple has wasted so much of our time and let us down again and again.

Apple has not messed up enough to make me leave yet and I'm heavily invested in their products and ecosystem. So although there is much bitterness I am still rooting for Apple for my own benefit.
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Im in the same boat. I use a decent amount of Apple products, but it’s to the point I’m going to go back to huawei products before too long. No longer sold in the US, but that’s what the internet is for. Camera with Leica is superior, the displays are superior, etc.
 
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Abazigal

Abazigal

Contributor
Jul 18, 2011
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scrapesleon said:
What advantages could you possibly have when other companies are far ahead compared to Apple
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The ability to implement “AI” in a manner that’s meaningful to the end user. As it stands, a lot of AI demos come across as parler tricks, even if they may be technically impressive under the hood.

I still think that AI faces a design issue, not a technology one. How do you package AI to deliver a great experience for the end user? One thing’s for sure - wearables like the humane pin ain’t it.

It’s also worth remembering that none of these AI ventures are profitable yet, and no one can really say if they will ever be. So being the first may not be as important as being one of the last few standing.
 
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