Apple is gearing up to introduce generative AI to its devices, including the iPhone and Mac, by the end of 2024. Apple CEO Tim Cook confirmed during a quarterly earnings call that the company is actively working on generative AI software features, which will be unveiled "later this year." While Cook did not divulge specific details, he expressed excitement about the forthcoming developments in AI. The move aligns with recent reports indicating that the iOS 18 update will be a substantial software overhaul, potentially the largest in Apple's operating system history. Cook's repeated mentions of generative AI suggest a strategic focus, with plans to integrate AI into iOS, iPadOS, and macOS. This mirrors efforts by rivals like Samsung, Microsoft, and Google, who have already incorporated various AI features into their products. Apple traditionally unveils major updates and new iPhone models during its fall events, making the upcoming release highly anticipated among Apple enthusiasts.