Cook reckons the iPhone maker sees "incredible breakthrough potential for generative AI," and that's why they're currently throwing money at it. This will unlock "transformative opportunities for users regarding productivity, problem-solving and more."

While rivals such as Microsoft and Alphabet's Google have been quickly rolling out generative AI, which can generate human-like responses to written prompts, Apple has been dragging its feet having dropped the ball and been mocked by everyone outside the Tame Apple press who could use a sporting analogy.

However, Cook has assured the Tame Apple Press that its super, cool, and innovative AI is already at work behind the scenes in Apple's products but promised there would be more news on explicit AI features later this year.

But just in case they were concerned that their favourite company had already dropped the ball on AI, Cook assured them that AI abilities were secretly hidden in Apple gear – it is just that Apple fans could not see it yet.

"Every Mac powered by Apple silicon is a competent AI machine. There's no better computer for AI today," Cook boasted.

The somewhat empty announcement might have something to do with Jobs’ Mob’s other “next big thing” project – the intelligent car was scrapped this and its Vision Pro gear turned out to be an expensive turkey, which is being returned by users.