Apple CEO Tim Cook suggests that there will be “some very exciting” announcements regarding Generative AI coming soon.

CEO Tim Cook also said the company’s neural engines and Apple silicon give it an edge in integrating AI into devices.

Apple may unveil its artificial intelligence (AI) plans earlier than anticipated. Initially, it was expected that the Cupertino-based tech giant would introduce the AI features it has been working on during its Worldwide Developers Conference slated for June 10. However, CEO Tim Cook has hinted that details about generative AI could be shared with users sooner than expected, according to a report. With Apple’s Let Loose event scheduled for May 7, there is a possibility, albeit slim, that the company may provide hints about the features it plans to introduce later this year.

During the company’s quarterly earnings call, Cook reportedly made these statements. Apple has seen a 4 percent year-on-year decline in revenue, bringing it to $90.8 billion (roughly Rs. 7.5 lakhs crores). At the beginning of the call, Cook addressed stakeholders, stating, “We continue to feel very bullish about our opportunity in generative AI. We are making significant investments, and we’re looking forward to sharing some very exciting things with our customers soon.”

This announcement underscores the iPhone maker’s commitment to embracing the AI trend. Cook also emphasized the company’s innovation with its processors and neural engines, which provides it with a strategic advantage over competitors in integrating AI technology into devices. He also hinted at an “unwavering focus on privacy,” suggesting that the AI features are likely to be powered on-device.

Over the past few months, Apple’s aspirations in the field of AI have garnered significant attention. The company has made headlines by acquiring at least two AI-focused companies, namely Darwin AI and Datakalab. Additionally, researchers employed by Apple have authored numerous papers on AI models encompassing computer vision, on-device processing, and multimodal capabilities.

Previous reports have hinted at potential AI-driven functionalities that users could experience later this year. The Safari browser is anticipated to take center stage, with rumors suggesting the introduction of an ‘Intelligent Search’ feature capable of summarizing articles and web pages. Additionally, there have been mentions of an AI-powered web eraser feature designed to remove banner ads and other page elements based on user preferences. These functionalities are expected to be showcased at WWDC 24, where Apple will unveil iOS 18 and macOS 15.