Tim Cook is finally talking about AI on his own terms

• Everyone has been waiting for Tim Cook to talk about Apple's foray into AI.
• On Thursday, he revealed the company had big plans for AI that it would share later this year.
• The comments come as Apple's Big Tech rivals benefit from their early moves in the technology.

It's been a long time coming, but Tim Cook is finally talking about artificial intelligence on his own terms.

The Apple CEO has repeatedly fielded questions on the breakthrough technology, but on Thursday, he announced that the iPhone-maker's foray into generative AI would begin soon.