Apple's CEO Tim Cook Takes a Cautious Approach to AI Deployment.

Apple CEO Tim Cook did not mention AI in his opening remarks during the company's earnings call, in contrast to Microsoft, Alphabet, and Meta's CEOs who repeatedly talked up their various AI efforts. However, Cook did acknowledge the company's use of AI and machine learning in nearly every product Apple offers, including the Apple Watch's fall detection and ECG, and the crash detection capabilities in the watch and iPhone. Apple's ethos is to let technology largely fade into the background while boosting its products as a means to an end, so if the company does implement generative AI into its product portfolio, it will likely focus more on how it helps its products rather than the tech itself.