Apple's CEO Tim Cook confirms further investment in AI, hints at unveiling in iPhone 16 and iOS 18

In the smartphone world, generative artificial intelligence (AI) is increasingly becoming a pivotal direction for development. Various AI-driven features have been introduced in models such as the Samsung Galaxy S24 and Google Pixel 8, sparking customer and investor curiosity about potential innovations from Apple. The company has just announced it is working on new solutions.

In an investor teleconference in early February, at which the CEO himself appeared, current successes and plans were outlined. Tim Cook commenced the meeting by discussing the achievements of the iPhone 15 and the reviews of the Vision Pro goggles; despite receiving mixed opinions, these generated interest.

The Apple head announced the continuation of investments in various technologies, including artificial intelligence – a field in which the company invests considerable time and resources.

Investors, captivated by the subject of AI, inquired about plans. Cook replied that the company typically focuses on product development before discussing them publicly, so he will not divulge further details for now. However, he noted several projects within the company that they are "incredibly excited about", and more will be revealed about them over the year.

Concerning the introduction of new AI-related features, it is likely that the main presentation will occur at the iPhone 16's September premiere.

There's also a possibility that AI technologies will be unveiled for older device models at the June WWDC 24 conference, where the iOS 18 announcement is anticipated.

Last year, Mark Gurman from Bloomberg reported that AI features will be incorporated into most Apple products, applications, and services. This includes enhancements to Siri, automatic response generation in messaging, playlist creation in Apple Music, and document editing assistance.