How Apple's thinking about AI spending and deployment differs from Big Tech rivals

Apple has never talked much pre-release about development of products and services, and that's led to concerns that in the case of artificial intelligence it is falling behind rivals.

"Apple looks at acquisitions of leading teams of talent in each domain that can bring the machine-learning techniques to particular consumer products," said Brendan Burke, an emerging technology analyst at research firm PitchBook, which has tracked 30 AI acquisitions by Apple over the past eight years.

Laura Martin, a tech analyst at Needham, is among those who say Apple is "far behind" its big tech rivals. "The future is generative AI and Apple isn't doing that," she said. Even so, Martin added, "I'm not sure it matters, because they have an ecosystem, an economic model" that is geared toward machine-learning. "Apple's ecosystem is fine and will keep growing," she said..

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