During the Q4 earnings call with investors, Apple CEO Tim Cook highlighted the importance of AI in the company’s recent technology developments. He mentioned features like Personal Voice and Live Voicemail in iOS 17, which utilize AI technologies. Cook clarified that although these features are not explicitly labeled as AI by Apple, the underlying technology is AI and machine learning. Personal Voice, for instance, is an accessibility feature aimed at helping people with speech impairments, while Live Voicemail provides real-time transcription of voicemails. Cook also confirmed that Apple is actively working on generative AI technologies. Despite Apple’s efforts, the company is considered to be catching up to other companies in terms of consumer-facing AI technologies. However, Apple has reportedly increased its investment in AI and is focused on integrating AI capabilities into Siri and various iOS features.
| Signal | Change | 10y horizon | Driving force |
|---|---|---|---|
| Apple emphasizes AI features in iOS 17 | Increasing integration | Advanced AI features | Enhancing user experience, staying competitive |
| Consumer-facing AI technologies gaining attention | Catching up with rivals | More robust AI tools | Industry competition, consumer demand |
| Apple expanding budget and investing in AI | Increased investment | Advancements in AI | Staying competitive, future market potential |
| Next version of iOS to include more AI capabilities | Advancements in AI usage | Enhanced AI features | Improved user interaction, staying competitive |
| Generative AI coming to Apple development tools | Integration of AI in tools | More AI-powered tools | Improving development process, staying competitive |