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On a series of recent earnings calls from major tech companies including Alphabet, Microsoft and AmazonThe heralded innovative AI is a big push for the future.
But what about Apple?
During Apple’s second-quarter earnings call on May 4, unlike his counterparts at other major tech vendors, CEO Tim Cook did not make any comments on artificial intelligence. created in his prepared opening speech.
As for the record, it was another successful quarter for Apple, beating analysts’ expectations with revenue of $94.8 billion.
During a Q&A session with analysts, Cook was questioned by Credit Suisse analyst Shannon Cross about the role of the Apple CEO. artificial intelligence overall and more specifically how the technology will fit into Apple products.
Cook provided some details, following Apple’s longstanding strategy of maintaining a high level of confidentiality about Apple’s future efforts.
“As you know, we don’t comment on product roadmaps,” Cook said.
Apple will take a deliberate and thoughtful approach to generalized AI
Although Cook declined to comment on future products, he did provide insight into how Apple thinks about AI and how it will fit into the company’s products and services.
“I really think it’s very important to be cautious and thoughtful in how you approach these things,” Cook said. “And there are some issues that need to be sorted out, as being talked about in a number of different places, but the potential is certainly exciting.”
Cook doesn’t elaborate on specific issues, though there’s no shortage of topics being discussed widely in the industry about AI’s impact and risks.
There are conversations going on in the industry about bias in the way AI analyzes and creates content. There are also issues around AI’s interpretability – the organization needs to be able to explain How a model that produces a certain result. Issues around safety and risk to society at large are a topic the Biden administration is currently addressing with a range of initiatives. announced this week also.
AI is already part of Apple products
Apple is certainly no stranger to AI.
Voice assistant Siri uses natural language processing (NLP) on Apple products including Apple Watch, iPhone, iPad, Mac computers, and HomePod devices to help users with tasks. AI is also deeply integrated into the company’s iOS software, with capabilities like deeply combined to improve image quality. In 2021, Apple hires Samy Bengioformer head of Google’s AI efforts to help Apple build its own company.
“Clearly we have made great progress in integration Artificial intelligence and machine learning throughout our ecosystem, and we’ve been weaving it into products and features for years,” Cook said.
Cook also noted that AI is present in features found on iPhones and Apple Watches today, including fall detection, collision detection, and electrocardiogram (ECG).
“These are not only great features, they are saving lives out there,” Cook said. “We consider AI to be huge and we will continue to include it in our products on a very thoughtful basis.”
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