Of the tech titans, Apple stands out as the one that isn't really generating much excitement around AI. Microsoft, Google, Meta and Amazon are all regularly launching new and more powerful AI tools, but not Apple.
I suspect we will get a much clearer look at Apple's AI strategy next month, at its developer's conference on 10 June. Last week, Bloomberg reported that Apple is very close to signing a contract with OpenAI to integrate ChatGPT into iOS18, which will be launched at the conference.
It looks like Apple is using its old playbook of not rushing to be first to market but waiting until it can build a product that meets its very high standards. Apple hasn't been sleeping, and is cooking something up. For example, it has purchased more AI startups than any of the other large tech companies. Apple stands out because it has large hardware, software and services businesses - none of the other tech titans have all three at such scale. AI has the ability to create a super-cycle for Apple by bringing all three of those businesses together in new, exciting ways.
Apple CEO, Tim Cook agrees with me: "We believe in the transformative power and promise of AI, and we believe we have advantages that will differentiate us in this new era, including Apple's unique combination of seamless hardware, software and services integration."