Apple Exploring Generative AI Like ChatGPT But Staying Cautious, CEO Cook Says

Apple CEO Tim Cook says the company is "investing quite a bit" in generative AI like ChatGPT, but won't share details.

Cook says Apple will approach generative AI "responsibly" and integrate it into products over time.

AI mentions increased slightly to 9 times on Apple's latest earnings call vs. 5 last quarter.

Cook says many current Apple features use AI like Personal Voice and Live Voicemail but aren't marketed as AI.

Cook reiterated Apple's strategy is to announce new products as they come to market rather than previewing tech.