At the next WWDC 2024, Apple may present its initial range of generative AI products for the Mac and iPhone.

Tim Cook, the CEO of Apple, confirmed that Apple is working on adding generative AI features in its iPhones and Macs, set to compete with Microsoft and Google on this. The future announcement later this year, when such an enterprise is formally declared, is the signal, that Apple will enter the AI arms race to create a new world for it to be a leader.

Tim Cook Teases AI Announcement

Providing an insight into future potential AI announcement in a call with analysts soon after the fiscal first-quarter earnings report, Tim Cook suggested investments in technologies that would define a new generation in coming years Despite the fact, that the details were not revealed, the remarks provided by Cook highlight Apple’s commitment to AI progress.

Apple's Generative AI Strategy

Different from its competitors that have sounded loud about AI programs, Apple has been silent on the generative artificial intelligence plans. On the other hand, industry analysts expect Apple to reveal sophisticated generative AI features, marking the release of iOS 18, the successor to its mobile operating systems Simply put, this move indicates that Apple plans to blend AI abilities entirely into its flagship products like the iPhone and Mac.

Unlike the other players that will follow the quick deployment strategies, Apple is projected to take a slow adoption approach to AI. The trust that the company has put in artificial intelligence through its notable investment in AI with the development of its Large Language Model (LLM) known as Ajax GPT is an indication that the company is committed to providing AI-based solutions.

Potential Impact

Through the implementation of generative AI features, Apple targets to change the supremacy of Microsoft and Google in the AI field. Apple wants to make use of an advanced ecosystem of devices and services to have AI integration throughout the product lineup in points of more convenience for the user.

The tech industry is gearing up for Apple’s launch of generative AI features on iPhones and Macs, how these developments will influence market competitiveness is also being keenly observed.