Apple to roll out generative AI features in 2024, says Cook

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Tim Cook, the CEO of Big Tech firm Apple, has confirmed that the company is working on generative artificial intelligence (AI) features that will be available to consumers “later this year.”

During the company’s quarterly earnings call on Feb. 1, Cook said that he believes there will be a “huge opportunity” for the company with AI and generative AI.

As analysts attempted to press the CEO for further details on Apple’s AI plans, he said they have some things they’re “incredibly excited about” but will be talking about them “later this year.”

Apple typically introduces new software products in June at its annual Worldwide Developers Conference (WWDC).

While there has been buzz around the news of Apple’s future AI plans, the company is far behind its competitors such as Google, Microsoft and Meta who have been aggressively developing in the AI space over the last year.

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