Apple’s Tim Cook gives vague answer on how company will monetize AI

Apple reported quarterly earnings on Thursday, posting $143.8 billion in revenue, a 16% year-over-year increase, and on the earnings call Morgan Stanley’s Erik Woodring asked CEO Tim Cook how the company plans to monetize AI.

Woodring prefaced the question by noting added costs and competitors’ AI integration and then asked, “So, how do you monetize AI?,” according to the TechCrunch piece.

Cook replied, “Well, let me just say that we’re bringing intelligence to more of what people love, and we’re integrating it across the operating system in a personal and private way, and I think that by doing so, it creates great value, and that opens up a range of opportunities across our products and services,” the article reports.

The TechCrunch story placed the exchange in broader context, saying Big Tech has taken a largely vibes-driven approach to AI. It noted that OpenAI “isn’t planning to make any money until 2030,” that “analysts from HBSC are even doubtful about that timeline,” and that “it will need another $207 billion in funding, estimates say.”

What is known: Apple reported strong revenue and Cook said AI will create “great value” and “open up a range of opportunities.” What is unknown: the article says Cook did not provide specific plans for how Apple will monetize AI, and broader questions about when and how AI investments will be recouped remain unresolved.

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