- Tim Cook has spoken at a meeting with all hand
- Cook promised Apple has a bright AI forward
- There are some “amazing” products in the pipeline
The delays and questions about Apple Intelligence have been well documented, but Apple CEO Tim Cook says his company does not give up an AI-and has actually said that the AI market is “our to grab” at a recent all-hands meeting.
According to the normally reliable Mark Gurman at Bloomberg, the hour-long meeting was held just after Apple’s latest earnings call, and both Tim Cook and Senior Vice President of Software Engineering Craig Federighi was apparently optimistic about Apple’s AI future.
“Apple has to do this,” Cook apparently said at AI. “Apple will do this. This is a kind of our to grab.” The CEO continued to say that although Apple has not always been first in product categories, it is usually capable of catching up and surpassing its rivals.
According to Gurman, Cook also urged Apple employees to use more AI in their daily work to avoid being “left” in the field. CEO predicts that AI will be bigger than smartphones, apps and the internet.
‘A much larger upgrade’
As for Federighi, he allegedly told the staff that Apple is overcoming the original challenges it had been exposed to adding Apple intelligence on top of Siri. Instead of merging two systems, engineers are now working on building a whole new architecture.
“The work we have done on this end-to-end-renewal of Siri has given us the results we needed,” Exec said. “This has enabled us not only to deliver what we advertised, but to deliver a much bigger upgrade than we imagined.”
Apple has clearly rushed its AI efforts in an attempt to catch them up as Openai and Google – having to pull ads promising features that have not yet been realized – but it seems that Apple remains fully engaged in the technology.
It is said that all the hands have covered other topics, including Apple TV+, AirPods and the effect of rules. Cook also mentioned that there is a “fantastic” series of Apple products in the pipeline – which may include a folded iPhone.
