Apple Inc Chief Executive Officer Tim Cook is currently not ready to compete with such technological giants as Microsoft and Alphabet in the field of artificial intelligence, experts believe. The head of Apple has sounded a note of caution about the flood of new artificial intelligence services at his company.
On May 4, the largest technology company reported second-fiscal quarter earnings, which turned out to be better than expected. At the same time, Cook mentioned artificial intelligence only once, which surprised market participants. Whereas Apple's main competitors, Microsoft, Alphabet, and Amazon, are making every effort to develop this segment.
"I do think it's very important to be deliberate and thoughtful on how you approach these things," Cook said. Earlier, the head of Apple noted that the potential of AI was huge and required an unconventional approach.
The leading IT company has developed such features as "fall detection" (available on some Apple Watch models) and "crash detection" (found on certain Apple devices). These innovations are intended to demonstrate that the company has still integrated elements of artificial intelligence. "These things are not only great features, they're saving people's lives out there," Cook said. "We view AI as huge and we'll continue weaving it in our products on a very thoughtful basis."
According to Wedbush analyst Daniel Ives, Apple's management could reap great benefits despite its cautious stance towards artificial intelligence. Ives said that the tech giant had recently invested in generative AI but did not reveal details on current developments. This position is in line with the company's culture of secrecy, which is meant to ensure that research and development information is kept hidden from competitors.
Notably, such big tech companies as Microsoft and Google have already made remarkable progress in this regard. Today, the market is dominated by neural networks and chatbots, including OpenAI's ChatGPT, Bard, Bing AI, and others. Against this background, Apple's approach to artificial intelligence is more moderate and cautious, experts emphasize.
