Apple's ChatGPT rival could get a boost from UK hiring push

Siri on iOS
(Image credit: Christine Romero-Chan / iMore)

Apple CEO Tim Cook says that the company will continue to hire new AI talent in a "vibrant" UK tech economy, saying that the technology is key to a lot of what the company does.

Cook was speaking during a visit to a school near the company's new Battersea HQ in London when he said that he expects investment in AI engineers to increase.

"It's our third largest employee population around the world from a country point of view," Cook said. "It's also the leading developer community for Europe and it's as vibrant as ever before, it's dynamic"

'AI is all over our products'

The Independent reports that Cook confirmed the AI hiring plans before adding that the technology goes deep into Apple's products, perhaps in some ways we might not always realize.

“'AI is all over our products today – it’s behind the Fall Detection on the (Apple) Watch, it’s behind Crash Detection, it’s behind Afib (atrial fibrillation) detection, it’s behind the ECG, it’s predictive typing on iPhone… it’s literally everywhere on our products and of course we’re also researching generative AI as well, so yes we have a lot going on',” he reportedly said.

This comes amid ongoing rumors that Apple is working on its own large language model technology, similar to that of ChatGPT. It's hoped that it will, eventually, lead to Siri's expansion beyond what it is currently capable of.

But for now, Cook was focused on the UK and Apple's presence there. “It’s our third largest employee population around the world from a country point of view. It’s also the leading developer community for Europe and it’s as vibrant as ever before, it’s dynamic,” he reportedly said. 

Apple has had a UK presence for 40 years at this point. But it's looking forward with Cook noting that some UK developers are already working on Vision Pro apps ahead of next year's release.

Oliver Haslam

Oliver Haslam has written about Apple and the wider technology business for more than a decade with bylines on How-To Geek, PC Mag, iDownloadBlog, and many more. He has also been published in print for Macworld, including cover stories. At iMore, Oliver is involved in daily news coverage and, not being short of opinions, has been known to 'explain' those thoughts in more detail, too. Having grown up using PCs and spending far too much money on graphics card and flashy RAM, Oliver switched to the Mac with a G5 iMac and hasn't looked back. Since then he's seen the growth of the smartphone world, backed by iPhone, and new product categories come and go. Current expertise includes iOS, macOS, streaming services, and pretty much anything that has a battery or plugs into a wall. Oliver also covers mobile gaming for iMore, with Apple Arcade a particular focus. He's been gaming since the Atari 2600 days and still struggles to comprehend the fact he can play console quality titles on his pocket computer.