Apple CEO Tim Cook revealed in an interview today that the company plans to introduce advanced generative AI capabilities to the iPhone and Mac product lines starting in 2024. Generative AI describes a class of machine learning models that can generate new content such as images, text, audio, and video without being explicitly programmed to do so.

Focus on User Creativity and Control

While expressing caution about some potential downsides of generative AI if not implemented responsibly, Cook said he believes the technology could unlock new forms of creativity when developed by Apple with a focus on user privacy and control.

“We see immense potential for AI to elevate human capacities by empowering new ideas and helping share knowledge more broadly,” said Cook.

Initial Generative AI Features

The first generative AI features coming to Apple devices will focus on image and text generation. Cook explained that iPhone and Mac users will be able to use generative AI to remix or expand upon images they capture, as well as generate new images inspired by their photos and lifestyle. 

For example, users may be able to take a casual photo of a pet and generate a more professionally composed portrait image with refined lighting and composition automatically.

Aiding Existing Human Creativity

On the text side, generative AI could aid in writing emails, notes, and documents by suggesting relevant content or completing partial phrases and sentences intelligently based on context. 

Cook emphasized that these initial AI features are aimed at aiding existing human creativity rather than replacing it. Users will have full control over whether or not to incorporate generated content into their own work.

Longer Term Possibilities

Looking further ahead, Cook said Apple is exploring how generative AI could one day enhance media creation across photography, videography, music and more. Potential applications include generating song lyrics or scores that complement a user’s creative style, automatically editing video footage with title sequences and transitions, or remixing portrait photos into hybrid artistic images. 

However, Cook cautioned that many such applications require overcoming technical challenges and building sophisticated AI models that uphold Apple’s privacy standards, so they may not launch until later in the decade.

Prioritizing User Privacy

Privacy and control were recurring themes in Cook’s discussion of Apple’s approach to generative AI. he emphasized that users will have transparency into how their data is used to personalize generation and will be able to opt out of specific uses at any time. 

Generated content will not be associated with individual users without their permission. And Apple’s on-device AI architecture means user data like photos and conversations will never leave customers’ devices unless they choose to explicitly share it.


Tim Cook’s announcement indicates Apple’s intent to implement generative AI capabilities starting in 2024 while prioritizing user control, privacy and the enhancement of existing human creativity. How exactly Apple navigates the challenges of building responsible generative systems remains to be seen.