Tim Cook Says Apple Will 'Break New Ground' in Generative AI - MacRumors
Skip to Content

Tim Cook Says Apple Will 'Break New Ground' in Generative AI

Apple today held its annual shareholders meeting, and during the event, Apple CEO Tim Cook once again commented on Apple's AI plans. Cook said that the company will "break new ground" in generative AI in 2024. "We believe it will unlock transformative opportunities for our users," said Cook.

hey siri banner apple
Cook has made several statements on Apple's artificial intelligence ambitions in recent months. Back in November, he said that Apple was "investing quite a bit" in AI, and in February, he said that the company was spending a "tremendous amount of time and effort" on AI, with more details to come later in the year.

Multiple rumors have said that Apple will add new generative AI features in iOS 18, with plans to use AI to boost the capabilities of many of the built-in iOS apps.

Aside from Cook's comments on AI, the shareholder meeting was business as usual. As noted by Bloomberg, shareholders rejected a proposal asking Apple for an AI transparency report with details on whether AI is being used ethically.

Apple's board and executive compensation plans were approved, but no shareholder proposals were accepted. Al Gore and James Bell are set to retire from Apple's board, while former Aerospace Corp. CEO Wanda Austin will join.

Tag: AAPL

Popular Stories

Apple Logo Cash Blue

Apple Shares Fall After News of iPhone 18 Pro Order Cuts

Friday October 9, 2026 8:35 am PDT by
Apple shares fell more than 2.5% in early trading today in response to Nikkei Asia's report that the company is cutting iPhone 18 Pro component orders due to weaker-than-expected demand. October orders were reportedly reduced by at least 15%, with higher memory costs and $100 price increases weighing on...
Stocks App Icon and Apple Logo Feature

Apple Becomes Second Company to Close Above $5 Trillion

Wednesday October 14, 2026 3:37 pm PDT by
Apple today closed with a market capitalization above $5 trillion, making it the second company to do so after Nvidia. As noted by The Wall Street Journal, Apple's market cap has exceeded $5 trillion six times before today during intraday trading, but this is the first time the company stayed above the mark at closing. Apple closed at $342.96, for a market cap of $5.005 trillion. The new...
aapl logo banner

Loop Capital Cuts Apple Rating Over iPhone Sales Outlook

Wednesday October 21, 2026 1:38 am PDT by
Loop Capital has lowered its rating on Apple from "Buy" to "Hold," saying the company is unlikely to make up an estimated 13 million iPhone shipments cut from its plans for the second half of 2026, according to Investing.com. The firm reduced its Apple stock price target from $370 to $330. Loop previously believed shortages of memory and processors had delayed shipments that Apple would...

Top Rated Comments

Naraxus Avatar
35 months ago
Rofl. More endless platitudes.......

Talk is cheap Tim
Score: 42 Votes (Like | Disagree)
k1121j Avatar
35 months ago
I won’t be excited till I see it. A new color is “Magical” for goodness sake soooooo “breaking new ground” isn’t all that exciting tbh.
Score: 35 Votes (Like | Disagree)
vegetassj4 Avatar
35 months ago
Tim Apple testing the Vision Pro 2 with AI. Its the most vision we've ever put in a Vision ...

You're gonna love it....resistance is futile



Attachment Image
Score: 21 Votes (Like | Disagree)
jz0309 Avatar
35 months ago
Well, what else is he going to say?
Now, convince me that it adds value to my life, cause my current take is that I neither need it nor want genAI…
Score: 18 Votes (Like | Disagree)
35 months ago

Rofl. More endless platitudes.......

Talk is cheap Tim
Exactly. He did nothing but use filler words.
Score: 17 Votes (Like | Disagree)
antiprotest Avatar
35 months ago
It's gonna break something alright
Score: 17 Votes (Like | Disagree)
Latest Stories
iPhone Duo Reviewers Really Miss Face ID
iPhone Duo Reviewers Really Miss Face ID
3 hours ago
Does the iPhone Duo Run Hot? Here's What Reviews Found
Does the iPhone Duo Run Hot? Here's What Reviews Found
4 hours ago
Apple Music's New Look is Now Live on Apple's Website
Apple Music's New Look is Now Live on Apple's Website
5 hours ago
Anthropic Launches Claude Duet, a Proactive AI Agent
Anthropic Launches Claude Duet, a Proactive AI Agent
5 hours ago
What 32,000 Folds Did to the iPhone Duo's Hinge
What 32,000 Folds Did to the iPhone Duo's Hinge
6 hours ago
iPhone Duo's Hidden FaceTime Camera Takes 'Trash' Photos
iPhone Duo's Hidden FaceTime Camera Takes 'Trash' Photos
7 hours ago
iPhone Duo Has 'Edge Light' Feature That Debuted on Macs Last Year
iPhone Duo Has 'Edge Light' Feature That Debuted on Macs Last Year
8 hours ago
Apple Support App Updated for iPhone Duo's Larger Display
Apple Support App Updated for iPhone Duo's Larger Display
8 hours ago
Amazon Sweetens the Deal on Entry-Level 16-Inch MacBook Pro With $570 Off
Amazon Sweetens the Deal on Entry-Level 16-Inch MacBook Pro With $570 Off
8 hours ago
iPhone Duo Tips Over on MagSafe Stands When Unfolded
iPhone Duo Tips Over on MagSafe Stands When Unfolded
9 hours ago
Apple Music's New Look Officially Announced
Apple Music's New Look Officially Announced
10 hours ago
iPhone Duo Supports Apple Pencil Starting With iOS 27.2
iPhone Duo Supports Apple Pencil Starting With iOS 27.2
11 hours ago
iPhone Duo Accessories Roundup: Cases and Screen Protectors From OtterBox, ZAGG, and More
iPhone Duo Accessories Roundup: Cases and Screen Protectors From OtterBox, ZAGG, and More
12 hours ago
Apple Stores Will Have 'Limited' Availability of iPhone Duo for Walk-In Customers
Apple Stores Will Have 'Limited' Availability of iPhone Duo for Walk-In Customers
12 hours ago
iPhone Duo Reviews Explain Why Device is Both 'Fun' and 'Frustrating'
iPhone Duo Reviews Explain Why Device is Both 'Fun' and 'Frustrating'
12 hours ago
Apple Says 'Reachability' Feature Coming to iPhone Duo Later This Year
Apple Says 'Reachability' Feature Coming to iPhone Duo Later This Year
13 hours ago
Loop Capital Cuts Apple Rating Over iPhone Sales Outlook
Loop Capital Cuts Apple Rating Over iPhone Sales Outlook
17 hours ago
Apple Stores in Bordeaux and Lille Looted During French Protests
Apple Stores in Bordeaux and Lille Looted During French Protests
17 hours ago
Bluesound Adds Native Apple Music Support
Bluesound Adds Native Apple Music Support
18 hours ago
Apple CEO John Ternus Explains What Makes Good Product Design
Apple CEO John Ternus Explains What Makes Good Product Design
19 hours ago
UK Proposes New Ways to Help Apple Pay Rivals
UK Proposes New Ways to Help Apple Pay Rivals
21 hours ago
WhatsApp Developing In-App Browser for All Chat Links on iPhone
WhatsApp Developing In-App Browser for All Chat Links on iPhone
22 hours ago
Apple's App Store Chief Explains Its Push for Premium Games
Apple's App Store Chief Explains Its Push for Premium Games
22 hours ago
Apple Could Owe Even More After $5.7 Billion Patent Verdict
Apple Could Owe Even More After $5.7 Billion Patent Verdict
23 hours ago
Skyrim Comes to Apple Silicon Macs With New Unofficial Installer
Skyrim Comes to Apple Silicon Macs With New Unofficial Installer
23 hours ago
Apple Highlights Mac and iPad Use in Paris Design Exhibition
Apple Highlights Mac and iPad Use in Paris Design Exhibition
23 hours ago
Apple Seeks 6G Modem Engineers as It Plans for Post-5G iPhones
Apple Seeks 6G Modem Engineers as It Plans for Post-5G iPhones
1 day ago
First iPhone Duo Unboxing Video Appears Ahead of Friday Launch
First iPhone Duo Unboxing Video Appears Ahead of Friday Launch
1 day ago
Perplexity Computer Can Now Run Fully Locally on Mac
Perplexity Computer Can Now Run Fully Locally on Mac
1 day ago
Apple's Touchscreen OLED MacBook Pro: Everything We Know
Apple's Touchscreen OLED MacBook Pro: Everything We Know
1 day ago