Apple's CEO Tim Cook hints at AI‑forward strategy with upcoming iPhone 16 and iOS 18

In smartphones, generative artificial intelligence (AI) is shaping up to be a pivotal direction for development. Various AI-oriented features are already embedded in models like the Samsung Galaxy S24 and Google Pixel 8, sparking customer and investor curiosity about potential innovations from Apple. The company has now revealed that it is developing new solutions.

During an investors' teleconference in early February, which saw the participation of the CEO himself, Cook unveiled the company's current successes and plans. Opening the meeting with pride in the achievements of the iPhone 15 and reviews of Vision Pro goggles, he acknowledged that despite garnering mixed opinions, these products have been generating interest.

In the future, Apple vowed to continue investing in diverse technologies, including artificial intelligence, which absorbs substantial company time and resources.

The investors, piqued by the topic of AI, enquired about the company's future roadmap. Cook explained that Apple typically concentrates on product development before discussing them publicly. As such, he refrained from revealing further details for now. However, he hinted at being "incredibly excited about several projects" within the company, details of which will be unveiled throughout the year.

Regarding the incorporation of new AI-related features, it appears that the principal showcase will take place during the September unveiling of the iPhone 16.

There's also potential for the demonstration of AI technologies for older device models during the WWDC 24 conference in June, where the announcement of iOS 18 is expected.

Last year, Bloomberg's Mark Gurman reported that AI features would be integrated across most Apple products, applications, and services. This encompasses enhancing Siri, auto-generating responses in messengers, creating playlists in Apple Music, and facilitating document editing.