CEO Tim Cook confirmed Apple’s commitment to generative AI in a recent statement, acknowledging the need to catch up with the evolving market. The company, which was reportedly “caught off guard” by the AI surge, has been diligently working to bridge the gap since late 2022.

This initiative is viewed as crucial internally, with insiders describing it as a significant endeavour to regain lost ground. Apple’s strategy includes the creation of an internal chatbot named ‘Apple GPT’ and an exploration of how generative AI can be seamlessly integrated into their products.

The project is under the leadership of SVPs John Giannandrea and Craig Federighi, who are respectively responsible for AI and software development. Additionally, Eddy Cue, Chief of Services, is actively involved. The estimated annual investment of $1 billion underscores the magnitude of Apple’s commitment to this endeavour.

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