Cook remains silent on ChatGPT, analysts: Apple is running out of time

According to news on February 17, Apple CEO Tim Cook once said that artificial intelligence (AI) will become the core of its business. But it’s strange that both Cook and Apple have remained silent amid the debate surrounding ChatGPT and so-called generative artificial intelligence (AIGC).

AIGC is being seen as the focus of the new AI race, with big tech companies also joining the fray, with Microsoft and Google releasing competing AI products last week. At the same time, many other companies began announcing plans to run products and services on some type of AI. Fueled by the hype surrounding the OpenAI chatbot ChatGPT, the race has turned AI into a new battlefield.

Notably, however, Apple is absent from the current debate. While all the big tech companies, including Amazon, seem to be rushing into the so-called AIGC craze, Apple has said nothing about the progress it has made in this space or what its future holds.

Apple has always been famous for its use of AI technology. The iPhone's camera, the SOS function of Apple Watch, and the virtual assistant Siri are all driven by this technology to some extent. Cook himself has said that AI "will impact every product and service we have."

But as ChatGPT fuels expectations for the future of AI, industry analysts say Apple is running out of time to prove it can keep up with rivals. They believe this is related to Apple's ability to remain competitive in a rapidly changing market.

Wedbush Securities analyst Dan Ives said: “This is not a multiple-choice question for Apple, because AI is an arms race among technology giants. There will be $1 trillion in spending this year. Microsoft and Google’s announcements will accelerate the progress of Apple and its AI strategy, leaving Apple with little time.”

Ives pointed out that Apple has already focused on AI Approximately $10 billion has been spent on research and development, and the company is expected to make some big AI-related news this summer when it unveils new products. However, Apple is rarely considered a pioneer in AI, preferring to wait until consumers start to demand certain technologies before taking action.

Apple has been developing AI for many years, but DA Davidson analyst Tom Forte predicted that launching its own large-scale AI product would not be in Apple’s style. Instead, the company is more likely to use AI technology under the hood.

Ford explained: "As one of the largest technology companies in the world, Apple is doing a lot of things around AI, but it won't attract the same attention as ChatGPT. When Apple uses AI technology, they are more In order to enhance its own technology."

At the same time, experts say that Apple still has a lot of room for improvement in AI. As Apple's first voice assistant, Siri is often considered to be far behind Amazon's Alexa or Google's Assistant. The AI-powered SOS feature, which allows the Apple Watch to call emergency services if it detects that the user has suffered an accident or suffered heart failure, is also said to be prone to false alarms.

Launching an interesting AI product is not the only problem Apple needs to solve right now. The company encountered supply chain issues in 2021, and the epidemic even prompted it to delay the delivery of iPhone 14 Pro. Apple is working to diversify its supply chain, but that may take decades to achieve.

Eventually, Apple will have to diversify its business focus. The company needs to make sure people know it's working to integrate more AI technology into its products, but it also has to make sure it addresses supply chain issues. In other words, Apple has a lot on its plate right now.

One of Apple’s strengths 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, even if it has yet to take action in a big way.

Ford said: "As an investor, I would rather 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." (Xiao Xiao)

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