Apple CEO Tim Cook told BBC News during his new trip to Europe following the launch of the iPhone 15 that the company plans to hire AI staff from the UK as it aims to increase productive AI research. Interestingly, this is happening at a time when most major tech companies are making layoffs to eliminate redundancies. Epic Games, for example, just announced that it is cutting 15% of its workforce.
Although Apple doesn’t mention the word artificial intelligence much, AI is behind many of the company’s products; in its cameras, in Siri, in fall and collision detection… “we literally have AI everywhere in our products, and of course, we’re also exploring generative AI, so we have a lot going on,” says Tim Cook.
This interview was conducted a month after Tim Cook said Cupertino had been working on generative AI for years. Cook said they have been researching a wide range of artificial intelligence technologies for years, including generative artificial intelligence, and will continue to invest in these technologies, innovate and develop their products responsibly to help enrich people’s lives.
While Apple may eventually release its own GPT or integrate AI into its products with Final Cut Pro or Xcode, it uses other terms when talking about AI, such as machine learning and neural engines.
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