Apple CEO Tim Cook recently discussed the company’s stance on AI during their earnings call. Although Apple has integrated AI and machine learning into their products, Cook was cautious about discussing generative AI, the tech behind OpenAI’s popular ChatGPT chatbot. Cook emphasized the importance of being thoughtful and deliberate when approaching AI, and noted that there are still issues that need to be addressed.
This stance contrasts with Microsoft, Google, and other tech companies who are racing to perfect their chat-friendly AI. While Apple could easily deploy generative AI across their vast platform, Cook seems more focused on using AI for specific features, rather than incorporating it into their products at large.
In addition to avoiding the launch of a half-baked product, Apple may also be wary of the data protection issues that have arisen with generative AI. In March, Italy’s data protection agency banned ChatGPT due to inadequate protection of user data and the lack of mechanisms to prevent minors from using the service.
Cook’s comments highlight the cautious approach that Apple is taking towards AI, and his emphasis on being thoughtful and deliberate about incorporating it into their products. While other companies are pushing forward with generative AI, Apple seems content to use AI for specific features until the issues surrounding the technology are more fully addressed.
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