Apple CEO Tim Cook has confirmed that the company is working on generative artificial intelligence (AI) features that will be available to consumers later in 2024. During Apple's quarterly earnings call, CEO Tim Cook confirmed the company's focus on generative artificial intelligence (AI). Cook expressed enthusiasm for the "huge opportunity" in AI and hinted at significant developments later in the year. Despite Apple's late entry compared to competitors like Google, Microsoft, and Meta, Cook assured that they have exciting plans. Apple traditionally unveils software products in June at its Worldwide Developers Conference. The announcement follows Apple losing its $3 trillion valuation, with Microsoft leading. Meanwhile, Alphabet reported a $86 billion Q4 2023 revenue, highlighting the benefits of AI investments. Apple also teased the iPhone 16, iOS 18 update, and the release of the Vision Pro augmented reality headset on Feb. 2.