appleCEO Tim.CookExplanations about Apple's generative AI program seem to have become uninspired, sparking shareholder dissatisfaction. While Apple has yet to launch a generative that competes with the likes of ChatGPT and Google BardArtificial Intelligence ProductsBut Cook, in response to a question about Apple's generative AI program, seems to have reached "mass production".
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During his recent earnings call, Cook stated the company's AI strategy in almost identical terms, sometimes even sounding like he was reading from the same script. Speaking about Apple's AI journey, he said, "We see AI and machine learning as foundational technologies, and they're part of almost every product we show." Going on to list a series of AI features that are already in Apple products, including crash detection, fall detection, and the EKG feature on the Apple Watch.
In fact, you may have heard something similar on Apple's fiscal third-quarter conference call this past August:Â "We see artificial intelligence and machine learning as core foundational technologies, and they're part of almost every product we build." Cook's two statements differed by only three words and were similar in content, citing fall detection, crash detection, and the watch's EKG feature.
Analysts are paying particular attention to how companies are integrating artificial intelligence into their products and operations, and how it will affect financial performance. AI has been at the center of discussions during earnings calls for large tech companies in recent months. On Microsoft's earnings call, six out of eight analysts asked questions about AI.
Bloomberg's Apple reporter Mark Gurman has reported that Apple is quietly building an "Apple GPT" large-scale language model similar to OpenAI's ChatGPT. While Apple has yet to officially confirm whether it is working on such a product, Cook said on Thursday, "In terms of generative AI, obviously we're working on it. I'm not going to elaborate on the specifics because you know we don't usually do that." He
Continuing to say : "We're going to be investing quite a bit, will do it responsibly, and you'll see continued progress in our products." Cook again followed his statement from three months ago when addressing the issue of generative AI:Â "We're going to continue to invest, innovate, and responsibly move our products forward."
Some astute readers may have noticed that Cook's August reference to "investments" in generative AI has now been upgraded to "considerable investments". So perhaps Cook is changing his tune. For shareholders, however, this repetition of rhetoric doesn't seem to be leading to the innovation and new information they were hoping for.