Apple is always looking for new ways to innovate and evolve its tech lineup, and Tim Cook believes that he has achieved 'one of the most profound technologies of our lifetime' in its new focus.
You don't get to become the biggest tech company in the world by relying on what got you there in the first place, as many of Apple's original competitors learned the hard way, but there are plenty of people that believe that Apple has stagnated in recent years.
Following lacklustre iOS evolutions, inconsequential iPhone iterations, and disappointing hardware launches, some might say that the tech giant has fallen slightly behind its contemporaries, yet the push towards a new innovative technology could forge a fresh path ahead for the company.
Tim Cook certainly seems to think so at least, as he has had big things to say about it's new push, believing it not just to be a new feature but an evolution that'll effect the entire ecosystem.
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As reported by Barchart, the 'most profound technology' that Tim Cook is so enthusiastic about is – you guessed it – artificial intelligence, as Apple like many other major players in the technology world are going all in on the AI revolution.
It's safe to say that AI is the biggest new technological evolution since social media, and arguably even since the invention of the internet itself, and while there are many reasons for people to be wary of its expansion from environmental to ethical concerns, it's full steam ahead in the eyes of the executives.
"We see AI as one of the most profound technologies of our lifetime," Cook explained, adding that "we are embedding it across our devices and platforms and across the company. We are also significantly growing our investments."
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Apple Intelligence, neatly shortened to 'AI', is the company's own proprietary model that it is continuing to develop, and it believes that it can be integrated into just about everything you do on an iPhone, Macbook, and every other Apple device.
It's already available to use in most of Apple's latest devices, allowing you to summarize documents, rewrite emails and messages in a different tone, and edit photos with tools like 'Clean Up'.
It has also had its fair share of notable issues though that aren't just limited to the numerous delays that have left Apple lagging behind competitors like Google and ChatGPT, as broken message summaries led to some bizarre conclusions.
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In addition, the long awaited Siri overhaul powered by Apple Intelligence is still yet to be released, despite plans for it to launch alongside the iPhone 16 last September.
What Tim Cook's comments make clear, however, is that this is only the beginning for Apple's development in the AI space, and it will continue to invest both money and faith into the technology for years to come.