Apple CEO Tim Cook seems to have shifted his approach to discussing AI during the company’s earnings call. Instead of being evasive, he is now expressing enthusiasm for upcoming AI initiatives. “We’ve got some things that we are incredibly excited about that we will be unveiling later this year,” Cook said. He also mentioned the huge opportunity for Apple with gen. AI and AI, as reported by Yahoo Finance’s Dan Howley.While other tech giants have been actively jumping on the AI bandwagon by releasing products, announcing new ventures, and emphasizing “AI” in their earnings calls, Cook has chosen a more understated strategy. In previous calls, Cook has emphasized that AI is already integrated into the Apple consumer experience, focusing on the benefit to the customer rather than hyping new technologies. He has also suggested that Apple prefers to unveil new technologies only when they are fully ready for users, which seems to contrast with the recent enthusiasm exhibited by other tech executives.On the other hand, tech giants Microsoft (MSFT), Google (GOOG, GOOGL), Meta (META), and Amazon (AMZN) have been emphasizing their AI efforts, much to the satisfaction of Wall Street. Cook’s new approach is likely to be well-received by market watchers who have been awaiting Apple’s participation in the generative AI trend. According to analysts at Needham, “We believe companies that use GenAI to cut costs and accelerate new product launches will replace those that don’t. Which is AAPL?”
