On November 3, Apple CEO Tim Cook stated during the fourth fiscal quarter earnings call of 2023 that the company is investing in the research and application of generative artificial intelligence. Since the rise of tools like ChatGPT, there has been ongoing speculation about when Apple will launch its own generative AI product. Cook revealed that Apple aims to responsibly develop its own artificial intelligence technology, which is expected to be realized next year and applied to products and services such as Apple Music, Xcode, and Siri. Analysts believe this indicates that Apple will increase its investment in the AI field.