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Alex Blake

Tim Cook explains why Apple’s generative AI could be the best on smartphones – and he might have a point

Apple Tim Cook Artificial Intelligence
Apple CEO Tim Cook at the company's September event in 2018.

It’s an open secret that Apple is going to unveil a whole host of new artificial intelligence (AI) software features in the coming weeks, with major overhauls planned for iOS 18, macOS 15, and more. But it’s not just new features that Apple is hoping to hype up – it’s the way in which those AI tools are put to use.

Tim Cook has just let slip that Apple’s generative AI will have some major “advantages” over its rivals. While the Apple CEO didn’t explain exactly what Apple’s generative AI will entail (we can expect to hear about that at WWDC in June), what he did say makes a whole lot of sense.

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