, Columnist
Apple Is Winning the AI Spending Game by Not Playing It
The Mac mini and Mac Studio are the gateway to AI.
Photographer: Gabby Jones/Bloomberg
It may be a cliche to invoke the pick-and-shovel sellers of the California Gold Rush, but what better way is there to frame what’s happening to Apple Inc.?
Its lack of a defined generative AI strategy, and the sputtering rollout of “Apple Intelligence” on the iPhone, has been a source of grave concern ever since the emergence of ChatGPT. In that time, Chief Executive Officer Tim Cook has resisted calls to make a huge acquisition to catch up with its competitors or increase spending to hasten progress on the company’s in-house efforts. This earnings season has validated that composure.