Tim Cook teases Apple's generative AI push

While the entire tech world spent the last year hyping up large language models, Apple stayed unusually quiet. That changed on Thursday afternoon.

During Apple’s quarterly earnings call, CEO Tim Cook officially confirmed that the company is actively working on generative AI features and will roll them out to users “later this year.”

Doing the work before doing the talking

Cook told investors that Apple continues to spend a “tremendous amount of time and effort” on artificial intelligence.

When Wall Street analysts pressed him for concrete product details, Cook predictably kept his cards close to his chest. He noted that Apple’s standard operating procedure has always been to “do work and then talk about work, and not to get out in front of ourselves.”

Even so, he couldn't resist a tease. Cook said Apple has some things in the pipeline that they are “incredibly excited about,” adding that generative AI represents a “huge opportunity” for the company.

This kind of public telegraphing is exceptionally rare for Apple. It also lines up with recent reporting from Bloomberg’s Mark Gurman, who reported that iOS 18 could end up being the biggest software update in the iPhone's history.

The Android pressure is on

Cook's comments come at a time when Apple's rivals are already shipping AI smartphones.

Both Google and Samsung have turned generative features—like advanced generative photo editing and automated writing tools—into the main selling points for their flagship devices. Apple, meanwhile, has kept quiet, leaving customers wondering how Siri and its software platforms will respond.

Cook's confirmation signals that Apple plans to weave generative AI across iOS, iPadOS, and macOS later this fall.

Why it matters

For everyday iPhone users, this means you don't need to experience FOMO just yet. While Google and Samsung were first out of the gate, many mobile AI features right now still feel like novelties rather than daily necessities.

We think Apple's strategy is classic Cupertino: let competitors experiment in public, learn what users actually want, and then drop a polished, deeply integrated experience directly into existing apps. Giving this rare teaser now is a smart move to keep existing iPhone owners from jumping ship to the Galaxy S24.

However, this approach comes with real risk. By publicly building anticipation months ahead of time, Apple is setting an extraordinarily high bar for iOS 18. If Siri doesn't see a massive leap in capability this fall, the market's patience will wear thin very quickly.