Apple CEO Tim Cook recently addressed concerns about the company’s position in the field of artificial intelligence (AI) during a quarterly earnings call with investors. In response to questions about Apple’s AI capabilities, Cook highlighted several technology developments that, in his words, “would not be possible without AI.” He pointed to new features in iOS 17, such as Personal Voice and Live Voicemail, as examples of the company’s ongoing innovation with AI technologies.
Notably, the features Cook mentioned might not be immediately recognized as AI-driven by most consumers. This is intentional, as Apple tends to prioritize presenting the consumer benefits of its products and features rather than explicitly labeling them as AI. Cook made this point clear when he said, “We label them as to what their consumer benefit is. But the fundamental technology behind it is AI and machine learning.”
One of the features Cook highlighted is “Personal Voice,” designed as an accessibility feature. It aims to create an automated voice that closely mimics the user’s natural voice. This technology is particularly useful for individuals facing difficulties speaking due to health conditions like ALS. To create a Personal Voice, users first spend around 15 minutes reading text prompts into their Apple devices’ microphones. Afterward, the audio is processed locally on their iPhones, iPads, or Macs using machine learning technologies, resulting in a voice that sounds like the user.
Another feature is “Live Voicemail,” a consumer-facing addition to iOS 17. It provides real-time transcriptions of voicemail messages as they are being recorded, offering users an immediate textual representation of the message.
Cook emphasized the central role of AI in these features, stating, “AI is at the heart of these features.” He went on to mention other critical features where AI has played a life-saving role, including fall detection, crash detection, and ECG functionality on Apple Watch and iPhone. These capabilities have only been made possible through AI advancements.
Cook also confirmed Apple’s commitment to developing generative AI technologies. While he couldn’t share specific details, he stressed the company’s dedication to responsible AI development. He noted that product advancements involving these technologies are in the pipeline.
Apple’s investment in AI is significant, with reports indicating that the company is allocating substantial resources to AI development, potentially reaching millions of dollars per day. Apple is reportedly operating multiple teams working on large language models (LLMs), aiming to enable users to automate tasks through Siri, a digital assistant, without manual programming.
Moreover, Apple is reportedly working on enhancing Siri’s capabilities to handle tasks like selecting and sending the latest photos taken on an iPhone to a friend, further integrating AI into users’ daily routines.
While Apple is making strides in the AI space, it faces stiff competition from companies like OpenAI and Google, which have gained recognition for their consumer-facing AI technologies. Apple aims to remain competitive by enhancing Siri’s capabilities and potentially integrating generative AI into its development tools, such as Xcode.
In the near future, Apple users can expect more AI-driven enhancements as the company continues to invest in AI to provide innovative and user-friendly solutions.
