Apple Tries to Embrace Generative AI While Avoiding the Many Pitfalls

Apple is taking a cautious approach to AI after some of its rivals were hit by controversies when the technology misfired.

Tim Cook, chief executive officer of Apple Inc., during the Apple Worldwide Developers Conference at Apple Park campus in Cupertino, California, US, on Monday, June 10, 2024. 

Photographer: David Paul Morris/Bloomberg

Apple is taking a cautious approach to generative AI, with the goal of avoiding some of the pitfalls that have plagued its rivals. But first…

Three things to know: