Apple has big AI ambitions — at a lower cost than its rivals

The Apple logo is shown atop an Apple store at a shopping mall in La Jolla, California December 17, 2019. — Reuters picSAN FRANCISCO, May 3 — For most of the past year and a half, Apple Chief Executive Tim Cook has fielded questions from Wall Street analysts about his plans for artificial intelligence amid grumbling that the iPhone maker has no AI story to tell.

“We continue to feel very bullish about our opportunity in generative AI and we’re making significant investments,” Cook told Reuters in an interview, noting the company has spent US$100 billion over the past five years on research and development.Apple’s Big Tech rivals have spent comparable or even greater amounts on R&D over the same period, but they have also been spending heavily to build data centres to host AI services.

Apple hinted yesterday it won’t take the same tack. While Apple is expected to unveil new AI features at its annual software conference next month and overhaul its product lines with AI-ready chips, Chief Financial Officer Luca Maestri said Apple investors should not expect a huge change in how the company handles capital expenditures.

“We do something similar on the data centre side,” Maestri said. “We have our own data centre capacity, and then we use capacity from third parties. It’s a model that has worked well for us historically, and we plan to continue along the same lines going forward.”

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