Apple Chief Executive Tim Cook has been fielding inquiries from Wall Street analysts regarding the company’s artificial intelligence (AI) strategy for quite some time. 

Despite criticisms suggesting Apple lacks a compelling AI narrative, Cook recently assured investors that concrete details about Apple’s AI plans will be revealed imminently.

In an interview with Reuters following the company’s quarterly earnings report, Cook expressed confidence in Apple’s prospects in generative AI, highlighting significant investments totaling $100 billion over the past five years in research and development.

While Apple’s Big Tech counterparts have allocated substantial sums for R&D, they’ve also directed significant funds toward building data centers to support AI services. 

Microsoft, Alphabet’s Google, and Meta Platforms have made substantial capital expenditures, with Meta Platforms projecting up to $40 billion in capital expenditures for the current year alone.

In contrast, Apple has maintained a more conservative approach to capital expenditure, with its expenditure for 2023 totaling just over $10 billion. This strategy has drawn scrutiny, leading to a 10% decline in Apple’s shares earlier this year as investors expressed concerns about the company’s position in the AI landscape.

Following Cook’s remarks, Apple’s shares rebounded by 6.4% on Friday, partially recuperating recent losses. Unlike its competitors, Apple appears poised to continue its prudent approach to capital expenditure.

Maestri emphasized that Apple intends to maintain a similar approach to data center capacity, leveraging its infrastructure and third-party providers. This strategy, which has been effective for over a decade, underscores Apple’s commitment to optimizing costs and maximizing cash generation.

Despite the anticipation surrounding Apple’s forthcoming AI features, particularly ahead of its annual software conference next month, industry analysts remain cautious about the potential impact on sales. While improved processors may appeal to users requiring AI tools for professional purposes, the overall impact on device sales remains uncertain.