Apple Inc., known for its revolutionary products and cutting-edge technology, has always taken a unique approach when it comes to product announcements. During their recent earnings call, however, one thing stood out – the absence of any discussion on artificial intelligence (AI).
Unlike its tech peers who often tout their AI strategies and investments, Apple executives prefer to keep a low profile on this subject. It wasn’t until an analyst raised the question during the Q&A segment that AI finally entered the spotlight. The analyst pointed out that Apple “doesn’t talk too much” about their AI strategy, prompting a response from Chief Executive Tim Cook.
Cook emphasized that AI and machine learning are fundamental technologies at Apple. These technologies play a crucial role in the development of their products. Some of the recent software features such as live voicemails and voice replication heavily rely on AI. Additionally, older features like automatic crash detection and fall detection are also made possible by AI.
Cook further revealed that Apple has been conducting extensive research in various AI technologies, including generative AI, for years, and they have no plans of slowing down. However, he made it clear that Apple’s focus is not on boasting about their AI efforts but on delivering products that are truly ready for consumers.
With this approach, Apple continues to surprise the market with groundbreaking innovations while keeping the details of their AI advancements under wraps. As the tech world eagerly awaits their next move, it’s clear that AI will remain a driving force behind Apple’s future endeavors.
Apple’s Approach to AI Sets It Apart
Apple’s cautious approach towards artificial intelligence (AI) is in line with its brand philosophy, according to Forrester principal analyst Dipanjan Chatterjee. The brand’s focus on delivering value to its customers, without getting caught up in the hype, is deeply ingrained in its DNA.
During Apple’s recent earnings call, AI was mentioned only six times, and all of those mentions occurred during the Q&A session with Deutsche Bank analyst Sidney Ho. In comparison, Alphabet Inc.’s earnings call had 90 mentions of AI, Microsoft Corp.’s call had 73 mentions, and Meta Platforms Inc.’s call had 62 mentions. This data, compiled from transcripts provided by AlphaSense/Sentieo, clearly highlights Apple’s restrained approach.
On the same earnings call, Amazon.com Inc., which also shared its results on the same day as Apple, had a moderate number of AI mentions with 34.
While Apple consistently downplays its use of AI, Amazon executives have been increasing their focus on the technology. Analysis of AlphaSense/Sentieo data reveals that Amazon mentioned AI only once on its February 2022 earnings call. However, on its April 2023 call, the term came up 12 times. During the most recent earnings call, AI was a prominent topic.
In conclusion, Apple’s reluctance to join the AI hype sets it apart from other tech giants. While some companies can’t stop talking about AI, Apple remains committed to its customer-centric approach.
