We know that Apple is going all in on generative AI this year, but that doesn't mean it will launch anything like its competitors have. CEO Tim Cook believes that Apple has many advantages that will help "differentiate" AI.

Cook did not elaborate on what AI features we can expect from Apple, but he did mention several reasons why he feels the company is "bullish" on its generative AI ambitions.

Cook cited "Apple's unique combination of seamless hardware, software, and services integration; the groundbreaking Apple Silicon with its industry-leading neural engine; and its unwavering commitment to privacy"

. These are also the elements that define nearly everything Apple does, and there are many more reasons why Apple's AI will stand out from the rest of the industry.

This is not to say that these things are not important. Many AI functions outsource their processing to the cloud because the hardware in phones and laptops just can't handle the load.

Rumor has it that Apple will focus on on-device AI processing for that very reason. In other words, everything stays on your own machine, with zero risk of being stored elsewhere or intercepted along the way.

Of course, to accomplish this effectively requires powerful hardware, and strong coordination between Apple Silicon and Apple hardware and software. Hardware designed for specific software can run more efficiently and extract higher performance than non-Apple alternatives, which is why the iPhone has less RAM capacity than its rivals.

Rumors suggest that the Apple M4 and A18 chips may have a greater emphasis on AI, and the M4 could appear with the iPad Pro 2024 as early as next week.

Cook also confirmed that Apple will implement AI in the Apple Watch to improve user health. Specifically, Cook mentioned using AI to enhance features such as irregular heartbeat notifications and fall detection. Presumably, Apple's AI will enhance existing features and provide new functionality across the platform, much like the rumored Siri AI upgrade.

So when can we expect to hear more details about Apple's AI plans? Not much was revealed during the earnings call, as Apple "did not want to get ahead of [the announcement]." We may hear something at Apple's Let Loose product launch next week, especially if the rumors of the M4 chip's debut are true, but it will likely be little and limited to the new iPad that is rumored to be coming.

However, Cook's comments during the call suggest that WWDC 2024 on June 10 will be the primary platform for AI announcements. This means we will have to wait a bit longer, but hopefully we will get more information about the AI changes that will be made to the iPhone, iPad, and Mac.