Apple CEO Tim Cook claims the company has been investing in generative AI "for years," but no word on Apple GPT launch

Aside from announcing Apple's Q3 2023 results, the company's CEO Tim Cook gave an update on the company's progress with generative AI. Apparently, the firm has been investing in this category for years, but strangely, we have yet to see any product or service materialize. It's no secret that Apple is lagging behind the competition, with OpenAI's ChatGPT taking the world by storm, pushing Microsoft and Google to come out with their own versions, Bing and Bard respectively.

Tim Cook says Apple is looking at ways to integrate AI technologies into its products to "enrich people's lives"

While the company's CEO was not asked about Apple GPT, which is the name of the chatbot that employees have reportedly adopted for it, Cook spoke to Reuters, giving his take on how generative AI could be used in future products.

"We've been researching a wide range of AI technologies, including generative AI, for years. We're going to continue to invest and innovate and responsibly advance our products with these technologies to enrich people's lives. It's clear we invests a lot, and it shows in the R&D expenditure you look at.”

Tim Cook's goal can perhaps be understood for generative AI, but it is still ambiguous in the sense that will this technology be integrated with Siri, or will we get a new chatbot that can be officially called Apple GPT? Previously, it was stated that Apple does not have a clear strategy for what their chatbot will do for consumers. It is also said that two company executives apparently disagree on how to proceed with AI, which could delay the launch for a while.

Speaking to CNBC, Tim Cook said the same thing about the company investing heavily in AI, but just like with Reuters, the CEO didn't delve into details about what product or service might be created. According to analyst Ming-Chi Kuo, Apple's progress in generative AI is behind its competitors, but the company is said to be taking its time and improving it.

"We see AI and ML as fundamental core technologies. And they're practically integrated into every product we build. On a research basis, we've been researching AI and machine learning, including generative AI, for years."

In terms of a brief summary of Apple's earnings for the third quarter of 2023, the technology earned $81.8 billion in revenue, which was a drop of 1 percent compared to the same period a year ago, and of the said amount, it generated 19.9 billion dollars in profits.