The CEO has revealed the multinational technology company will be working on systems that work autonomously but refused to be drawn on exactly what exactly that would entail.
In an interview with Bloomberg Television, he said: "What we're focusing on, what we've talked about focusing on publicly, we're focusing on autonomous systems. And clearly one purpose of autonomous systems is self-driving cars, there are others. And we sort of see it as the mother of all AI projects. It's probably one of the most difficult AI projects, actually, to work on.
"And so autonomy is something that's incredibly exciting for us, and ... we'll see where it takes us. We're not really saying from a product point of view what we will do, but we are being straightforward that it's a core technology that we view is very important."
And Apple is certainly not the only company to be working on these systems, so much so that California's Department of Motor Vehicles were recently considering plans to allow driver-free vehicles to take to the road.
California Transportation Agency Secretary Brian P. Kelly said at the time: "California has more manufacturers testing autonomous vehicles than any other state and today's rules continue our leadership with this emerging technology.
"These rules protect public safety, promote innovation and lay out the path for future testing and deployment of driverless technology. This rule-making is the next step in working with stakeholders to get this right."
Whilst DMV Director Jean Shiomoto added: "These rules expand our existing autonomous vehicle testing program to include testing vehicles where no driver is present. This is the next step in eventually allowing driverless autonomous vehicles on California roadways."