Shulou(Shulou.com)11/24 Report--

February 17 news, Apple CEO Tim Cook (Tim Cook) has said that artificial intelligence (AI) will be the core of its business. But strangely, both Cook and Apple remain silent in the debate over ChatGPT and the so-called generative artificial intelligence (AIGC).

AIGC is being seen as the focus of the new AI competition, as are big technology companies, with Microsoft and Google launching competing AI products last week. At the same time, many other companies are announcing plans to run products and services on some type of AI. Driven by the hype around the OpenAI chat robot ChatGPT, the competition has turned AI into a new battlefield.

It is worth noting, however, that Apple did not appear in the current debate. While all the big tech companies, including Amazon, seem to be scrambling to get into the so-called AIGC craze, Apple hasn't said anything about the progress made in this area or the future.

Apple has always been famous for using AI technology, which drives iPhone's camera, Apple Watch's SOS function and virtual assistant Siri to some extent. Cook himself has said that AI "will affect every product and service we have".

But as ChatGPT drives hopes for the future of AI, industry analysts say Apple has no time to prove it can keep up with its competitors. They believe that this is related to Apple's ability to remain competitive in a rapidly changing market.

Dan Ives, an analyst at Wade Bush Securities, said: "this is not a multiple choice question for Apple, because AI is an arms race between technology giants, with $1 trillion in spending over the next decade. Microsoft and Google statements will accelerate the process of Apple and its AI strategy, leaving Apple with little time."

Ives points out that Apple has spent about $10 billion on research and development around the AI and expects some major AI-related news when the company launches new products this summer. However, Apple is rarely seen as a pioneer in AI, and it tends to wait until consumers start to need certain technologies.

Apple has been developing the AI for years, but DA Davidson analyst Tom Ford predicts that launching its own large AI product is not in line with Apple's style. Instead, the company is more likely to use AI technology in the background.

"as one of the largest technology companies in the world, Apple is doing a lot of things around AI, but it doesn't attract as much attention as ChatGPT," Ford explained. "when Apple uses AI technology, it's more about enhancing their technology."

At the same time, experts say Apple still has a lot of room for improvement in AI. As Apple's first voice assistant, Siri is generally considered to lag far behind Amazon's Alexa or Google's Assistant. The SOS feature supported by AI allows Apple Watch to call emergency services when a user is detected to have an accident or heart failure, and it is also said to be prone to false positives.

Launching an interesting AI product is not the only problem Apple needs to solve right now. The company encountered supply chain problems in 2021, and the outbreak even delayed the delivery of iPhone 14 Pro. Apple is trying to diversify its supply chain, but that could take decades.

Eventually, Apple will have to distract its business. The company needs to make sure that people know that it is trying to integrate more AI technology into its products, but it must also ensure that supply chain problems are solved. In other words, Apple has a lot to do right now.

One of Apple's advantages is that people like its design and ecosystem. But that may not be enough to convince some investors. Apple needs to show that it is considering an AI strategy, although it has not taken practical action with great fanfare.

"as an investor, I prefer to believe that Apple is using AI in different areas to enhance its existing technology, because AI is not the most important reason for consumers to buy Apple products," Ford said.

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