On February 2, 2024, Tim Cook, Apple’s Chief Executive Officer, unveiled the Vision Pro headset at the Apple Store in New York City, highlighting the company’s substantial investment in artificial intelligence (AI). Cook teased an upcoming significant announcement later in the month, reaffirming Apple’s dedication to exploring the realm of generative AI.
At Apple’s virtual annual shareholder meeting, Cook emphasized the company’s significant financial commitment to AI, signaling a pivotal shift towards embracing the burgeoning trend of generative AI within the tech industry. He expressed confidence in the transformative potential of generative AI, envisioning groundbreaking advancements in user productivity and problem-solving.
While Apple has not yet launched products directly competing with Google’s Gemini or OpenAI’s GPT, Cook hinted at an upcoming revelation scheduled for later this year, hinting at a bold foray into generative AI technology.
Cook also disclosed that Apple’s current products, such as the Vision Pro’s hand-tracking feature and AI-powered heart rate monitoring on the Apple Watch, already make use of the company’s AI capabilities. Additionally, he underscored the integration of AI features across Apple’s ecosystem, including MacBooks, showcasing how AI enriches user interactions in various facets of daily life.
Recognizing the evolving landscape, Cook stressed Apple’s enduring engagement in AI advancement, shifting from a historical focus on machine learning to a more explicit acknowledgment of AI’s fundamental role in their product lineup.
Despite the lack of discussion on the Apple Car project, previously hailed as the “mother of all AI projects” by Cook, recent reports indicated the project’s discontinuation, highlighting Apple’s strategic emphasis on core initiatives.
At the shareholder meeting, Apple contested a proposal from AFL-CIO Equity Index Funds that called for transparency on AI-related ethical considerations, citing concerns about revealing proprietary strategies. Shareholders ultimately supported the board of directors’ resolutions, which included the appointment of Wanda Austin as Al Gore and James Bell step down, as well as the approval of executive compensations.
The conversation surrounding AI ethics and governance underscored the heightened scrutiny and demand for accountability faced by tech giants like Apple, as stakeholders push for ethical AI practices and transparency in decision-making processes.
