The AI industry rarely affect other industries. But things are changing, and the change is disrupting pretty much everything.
Since OpenAI introduced the generative AI is calls ChatGPT, it sent many others in the competition into a frenzy. The hype it created made them scramble for solutions.
Some opted to partner with OpenAI, like Microsoft, while others, like Google, create something to compete.
As more and more generative AI products are introduced by companies, both big and small, Apple remained silent.
But that doesn't mean Apple has no interest in the subject.
Speaking to Good Morning America, Apple CEO Tim Cook said that he's a fond of generative chatbots, but also acknowledges the downsides:
When Apple's 2023 Worldwide Developers Conference approached, people expected to hear something about AI from the tech titan. But no, nothing about it was mentioned.
Not a single "AI" word was said.
While Cook himself is interested, and that he is also a user of ChatGPT, and acknowledges how generative AIs have erupted into mainstream society with a ferocity never seen before, Apple doesn't want to use the term, at least not directly.
Cook said that while the company clearly integrates AI into its products, the general public doesn't have to think about those features as AI.
Despite the technology is suddenly everywhere, with startups and industry leaders alike scrambling to tack this smart feature, Apple doesn't talk about "AI" as a subject.
Instead, Cook would rather discuss "AI" using sentences to describe what the technology would do to its products, not what the technology could do for the state of the art or the race for market superiority.
Instead of considering generative AIs as "AI," Cook would rather think of them like "Large Language Models."
Cook's thought somewhat mirrors Steve Jobs.
The Apple co-founder used the phrase "it just works" to describe the company’s products, implying that Apple products are always meant to solve problems, not to create additional hassle for users.
And speaking on how many people are fearing the "AI" technology would take over humanity, Cook suggests a proper regulation.
"Regulations will have a difficult time staying even with the progress of this, because it's moving so quickly. So I think it's incumbent on companies as well to regulate themselves."
It's worth noting though, that unlike Google and Microsoft, Apple earns most of its money by selling hardware, not software.
Regardless, Cook is excited about generative AI, and said that Apple is also looking into the tool closely.
Cook's comments on AI's fast-moving development and considerable power follow a high-profile statement about AI's risks, signed numerous tech leaders, including from OpenAI CEO Sam Altman, Google DeepMind CEO Demis Hassabis and Anthropic CEO Dario Amodei.