During the earnings call, CEO Tim Cook dodged as many questions as he answered about Apple's AI plans, but did share some insights into the company's philosophies about the approach.
Apple's Tim Cook teases AI ambitions in latest earnings call
While Apple has consistently integrated AI into its devices and services, it has yet to unveil a flagship generative AI product or large language model. In statements on Thursday, Cook make it clear that Apple already uses artificial intelligence in products now.
He didn't detail where -- but that's been made clear over the years. But, for example, FaceID uses neural networks to securely recognize a user's face, even as their appearance changes over time, by processing and learning from various facial angles and features. Similarly, Apple Music employs machine learning algorithms to analyze users' listening habits and preferences to offer personalized playlists and song recommendations.
Cook and Apple have consistently maintained a policy of not commenting on unannounced products. But in the earnings call after the announcement, he emphasized ongoing extensive investments in AI technologies, promising exciting developments to be announced later in 2024.
"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, Cook said.
But, he wasn't done.
"As we push innovation forward, we continue to manage thoughtfully and deliberately through an uneven macroeconomic environment and remain focused on putting our users at the center of everything we do," Cook said.
The AI capabilities of the Apple Watch, as noted by Cook, are underpinned by the device's use of machine learning algorithms to enhance health monitoring and user interaction features. These capabilities include heart rate monitoring, activity tracking, and even the detection of irregular heart rhythms and falls.
All of these are functions that utilize AI to analyze data in real time and provide actionable insights directly on the user's wrist.
Additionally, details from the earnings call and previous reports hint at projects like "Ajax" and enhancements to "Safari's intelligent browsing." All of these leverage AI to refine user interactions and data processing without infringing on user privacy.
As a further security component, the Neural Engine is designed specifically to handle machine learning operations, enabling more efficient processing of AI tasks directly on the device, which enhances performance and protects user privacy. The chip allows Apple to embed AI functionalities across its product range.
The AI-driven features in Safari are intended to streamline browsing, making it faster and more intuitive, while "Ajax" is expected to offer sophisticated AI interactions securely, ensuring that user data is handled responsibly.
Apple's steady approach to AI contrasts with the rapid, sometimes preemptive product launches seen in other tech giants. The company prefers to develop its technologies behind the scenes.