Apple (AAPL) reported better-than-expected quarterly sales on Thursday, giving Big Tech another win in the earnings season this season. However, unlike his other CEOs, Apple’s Tim Cook didn’t highlight his company’s AI efforts in his opening remarks.
In fact, Cook didn’t mention the topic at all in his statement. The only time the CEO brought up the topic was when he was recommended to him by Shannon Cross of Switzerland. Cook asked Cook what he thought of generative AI and where he thought it was headed. Admittedly, the CEO downplayed the specifics.
This comes as the CEOs of Microsoft (MSFT), Google parent Alphabet (GOOG, GOOGL), and Facebook parent company Meta (META) reiterated their various AI initiatives during their earnings calls. was in stark contrast to
Microsoft CEO Satya Nadella called out AI 31 times in his opening remarks on last week’s earnings call, explaining how AI is powering everything from the company’s productivity and enterprise apps to the new Bing. I emphasized that
Alphabet’s Sundar Pichai uttered the word AI a whopping 34 times on his earnings call, evoking his company’s commitment to implementing AI into productivity and advertising services. He also, of course, mentioned how Google will soon bring generative AI to its search business.
Then there’s Meta’s Mark Zuckerberg. Reuters reports that his CEO, who has stepped into the adoption of AI hardware and software needed to fuel the company’s growth, said in a statement on earnings that he mentioned AI 22 times. bottom.
Cook’s Apple shares jumped more than 4% on Friday, even though he didn’t mention the hottest buzzword since blockchain in his statement. Apple also he is not using AI. Almost every product Apple offers uses AI and machine learning.
Cook specifically highlighted the company’s use of the technology to enhance fall detection and ECG for the Apple Watch, as well as collision detection for watches and iPhones.
“It’s absolutely amazing,” Cook said. “So we see AI as a huge thing and weave it very carefully into our products.”
Apple is also planning to hold its annual WWDC developer conference next month, during which it may make some announcements about generative AI.
But Apple’s ethos is to leave technology mostly in the background while pushing its products as a means to an end. In other words, if Apple starts implementing some form of generative AI into its product portfolio, don’t expect it to cling to the fact that it does.
If anything, we’ll hear how this technology powers the latest version of Siri, or a new assistant to help you better plan things like travel and daily work schedules.
However, Apple has decided to approach generative AI, relying on companies that are more focused on how it helps products than the technology itself.
To Daniel Howley, technical editor at Yahoo Finance.keep up with him @Daniel Howley
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