‘Weaving AI into future products’: CEO Tim Cook flags deliberation as Apple deploys AI

“These things are not only great features, [but] they’re saving people’s lives,” Cook said about in-use Apple products supported by AI.
Sejal Sharma
Apple CEO Tim Cook
Apple CEO Tim Cook.

Emma McIntyre/Getty Images 

“We view AI as huge,” said Apple CEO Tim Cook when he was asked to share his take on the ‘topic of the year’ - the generated AI space - and how Apple is looking to make inroads in it. 

With the current flood of new artificial intelligence (AI) services and mega tech companies going all-in to release new tools quickly, Cook said that “the potential is certainly very interesting” but added, as a tale of caution, that it’s important to be “thoughtful in how you approach these things.”

“And we’ve obviously made enormous progress integrating AI and machine learning throughout our ecosystem, and we’ve weaved it into products and features for many years.”

Cook was talking about features like Fall Detection in Apple watches, which detects if the user has had a hard fall and can help connect them to emergency services.

He also mentioned other AI features like Crash Detection, which has been integrated with certain models of iPhone and Apple Watch. ECG is another feature in Apple Watches that records the timing and strength of the electrical signals that make the heartbeat.

“These things are not only great features, they’re saving people’s lives,” Cook added in the earnings call. As a policy, Apple doesn’t comment on product roadmaps, but Cook did hint at weaving AI into future products on a very “thoughtful basis.”

Apple's quarterly revenue - $94.8 billion

Announcing financial results for the second quarter of 2023 in a conference call, Apple had a quarterly revenue of 94.8 billion dollars, which the company said was better than its expectations.

“We are pleased to report an all-time record in Services and a March quarter record for iPhone despite the challenging macroeconomic environment and to have our installed base of active devices reach an all-time high,” said Cook.

“We continue to invest for the long term and lead with our values, including making major progress toward building carbon-neutral products and supply chains by 2030.”

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