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CEO of US technology giant Apple, Tim Cook, has told employees that the company must “win” in AI, citing previous failures in the race for AI leadership.
As originally reported by Bloomberg, Cook told employees in an all-hands meeting that AI is “as big or bigger” than the internet, smartphones, apps and cloud computing and that Apple needs to lead the technology.
“Apple must do this. Apple will do this. This is sort of ours to grab,” he said.
Cook also said that Apple is rarely a pioneer of a technology, but it makes the most definitive, iconic and “modern” versions, referring to smartphones, MP3 players, tablets, computers, and more.
The CEO also backed up the push for AI leadership with a promise of making the necessary investment to achieve it, something Cook previously announced in an earnings call last month.
“We see AI as one of the most profound technologies of our lifetime. We are embedding it across our devices and platforms and across the company. We are also significantly growing our investments,” he said.
“Apple has always been about taking the most advanced technologies and making them easy to use and accessible for everyone, and that’s at the heart of our AI strategy.”
He also announced that the company would reallocate a number of people as part of its push for AI supremacy.
Apple has failed to deliver AI products in the past, including demonstrated AI capabilities for the company’s voice assistant Siri. However, the product was never shipped. Apple has reportedly launched 20 Apple Intelligence features.
However, Apple stands by its patience on the AI race, claiming that launching the wrong AI products would be an error, particularly if they don’t work properly, likely due to AI hallucination or confusion.
Siri’s AI capabilities have been delayed until next year, but Apple plans to launch live translation features and an AI-powered workout companion later this year.
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