CEO Tim Cook has—once again—expressed confidence in Apple’s future AI roadmap. During the company’s Q2 2024 earnings call, Cook told investors that Apple was bullish on the potential of artificial intelligence—particularly generative AI—and was making significant investments in this field to ensure all its products were up-to-speed on the current big technology trend. Cook further emphasised that Apple was in a unique position in terms of technology enablement with clear-cut advantages over competing brands such as Samsung, Google, and others.
With Apple’s annual developer conference, WWDC, scheduled for June 10, the spotlight will be on AI-powered innovations. Cook underscored the company’s belief in the transformative capabilities of AI and its commitment to leveraging its unique advantages, such as seamless integration of hardware, software, and services, Apple’s groundbreaking silicon with neural engines, and a firm commitment to user privacy which underpins everything it creates.
Luca Maestri, Apple’s chief financial officer, echoed Cook’s sentiments emphasising Apple’s ongoing investments in innovation across various fronts for “many, many years.”
Overall, Cook and Maestri’s remarks underscore Apple’s strategic focus on AI as a key driver of future growth and innovation. With WWDC set for June 10, all eyes will be on Apple to unravel at least some of the AI-powered advancements it has been working on to further solidify its position in an increasingly commoditised market.
Online reports suggest that we may not have to wait until WWDC to get some insider news into how Apple plans to unleash AI into its future product roadmap. Some of the details could be shared earlier, more specifically on March 7, during its virtual “let loose” iPad event. The next iPad Pro with Apple M4 silicon at the helm in fact could be its first “truly AI-powered” device, according to Bloomberg’s Mark Gurman. More details are awaited.
