Jakarta, CNBC Indonesia – Apple has finally joined the trend of developing artificial intelligence (AI) technology. Previously, other technology giants such as Microsoft and Google had already joined the 'AI war', after booming due to the emergence of ChatGPT at the end of 2022.
Apple CEO Tim Cook announced the company's big plans to work on generative AI and embed it into Apple products starting later this year.
In the annual shareholder meeting, Cook acknowledged that AI carries great potential. He boasted that Apple is currently investing significantly in this area.
“We believe it will bring transformative opportunities for users, especially in terms of productivity, problem solving, and so on,” he said, quoted by Reuters, Thursday (29/2/2024).
This means that in the future generative AI will be widely seen in Apple's product portfolio, namely the iPhone, iPad and MacBook.
Currently, many Android cellphones have implemented AI thoroughly. Led by Samsung through the Galaxy S24 Series, then followed by the Xiaomi 14 Series and Honor Magic 6 Pro which were introduced at the MWC 2024 event.
Over the past few years, Apple has seemed reluctant to follow the latest trends in working on the iPhone. Apart from the late implementation of AI, Apple has also not followed the foldable cellphone trend like other Android phones.
However, Cook's commitment to developing AI in Apple products indicates that future iPhones will be more similar to Android phones.
In front of shareholders, Cook argued that Apple had actually been developing AI in secret all this time. However, Apple does not want to reveal what features will be AI-based.
Previously, Bloomberg reported on Apple's plans to improve AI capabilities in searching data on the iPhone, iPad and MacBook.
“All Macs powered by Apple silicon already have the capacity to support AI engines. In fact, there is no better computer for implementing AI on the market today than the Mac,” said Cook.
Deputy Director for Corporations and Capital Markets at the AFL-CIO, Brandon Rees, said Apple needs to offer truly differentiated innovation with comprehensive ethical guidelines to be able to compete in the global market. AI sector.
“Apple is already behind in terms of ethical guidelines for using AI. We hope Apple can be more transparent about its plans for implementing safe AI to investors and other shareholders,” he said.
[Gambas:Video CNBC]
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