During a call with analysts following Apple's fiscal first-quarter earnings report, CEO Tim Cook hinted at a forthcoming artificial intelligence (AI) announcement later this year. While Cook's remarks were brief and lacked specifics, they indicated Apple's intention to compete with tech giants like Microsoft, Google, Amazon, and OpenAI in developing advanced AI models for text and image generation. Cook stated that Apple would continue investing in AI and shared their excitement to unveil the details of their ongoing work in this field. In recent years, generative AI has gained significant attention, especially after OpenAI introduced ChatGPT and witnessed rapid advancements in image generation.

Although Apple did not announce an advanced AI model last year, the company has been consistently investing in machine learning technologies integrated into their chips and software, enabling functionalities like photo recognition. Apple typically reveals new software updates at its annual developer's conference, WWDC, which usually takes place in June. In the previous year, Apple introduced an autocorrect feature for the iPhone keyboard based on a transformer-based language model, similar to GPT. Notably, during the presentation, Apple used the term "machine learning" rather than explicitly mentioning "artificial intelligence. " When asked about Apple's plans in this area, Cook acknowledged the potential of General AI (Gen AI) and AI without providing further details.