Apple Inc. commits USD1B to catch up with AI advancement

(MENAFN) Reportedly caught off guard by the rapid advancements in generative artificial intelligence (AI) tools, Apple Inc. is now taking action to bridge the gap with a substantial commitment of USD1 billion. This move, outlined in Bloomberg's "Power On" newsletter, is seen as an effort to match the strides made by competitors in the realm of AI. While Apple's CEO, Tim Cook, has indicated that the company has been working on generative AI technology for years, the company's executives were reportedly taken by surprise by the industry's recent AI fervor, leading them to scramble to catch up.

Apple's response to this newfound challenge involves integrating generative AI technology into all its products, with the endeavor spearheaded by senior vice presidents John Giannandrea and Craig Federighi. The Bloomberg report highlights that while technology giants like Microsoft, Google, and Amazon have been actively pursuing significant AI initiatives in recent times, Apple has maintained a relatively low profile in the AI arena, despite the increasing excitement surrounding the technology.

The USD1 billion investment signals Apple's determination to embrace generative AI as a fundamental element of its future endeavors. This move is viewed as a strategic response to the changing technological landscape and the growing relevance of AI in various industries. Notably, Apple has been rather discreet about its AI endeavors, especially in comparison to other tech leaders, such as Microsoft, which has made substantial investments and strides in AI research and development.

Despite this, Apple's CEO, Tim Cook, has not ignored the potential of AI and described it as a "huge opportunity" for humanity during a visit to Capitol Hill. While Cook has acknowledged the significance of AI, the reported internal efforts to catch up in the generative AI field underscore the evolving nature of technology competition and innovation in today's fast-paced tech landscape. Apple's commitment to generative AI may pave the way for new AI-driven features and capabilities across its range of products in the near future.

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