Apple CEO Tim Cook arrives for an official State Dinner in honor of India’s Prime Minister Narendra Modi, at the White House in Washington, DC, on June 22, 2023.
Stefani Reynolds | AFP | Getty Images
The most powerful technology companies simply cannot stop talking about artificial intelligence, and in particular, the “generative AI” flavor that can create human-like text, images, and code.
During calls after this week’s earnings reports, Alphabet CEO Sundar Pichai and his team said “AI” 66 times. Microsoft CEO Satya Nadella and his execs said it 47 times. And on Wednesday, Meta CEO Mark Zuckerberg and the Facebook executive team said the magic phrase 42 times, according to a CNBC analysis of transcripts.
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But Apple barely talks about artificial intelligence, and you shouldn’t expect to hear much about it during the company’s earnings next week.
Its sober approach to the new technology contrasts deeply with its rivals, which are stoking excitement and elevating expectations every chance they get.
During May’s Apple earnings call, CEO Tim Cook only said “AI” twice, and that was in response to a question. During Apple’s two-hour software launch event in June, it never said the phrase, although it announced several new features powered with AI.
Apple execs instead use the phrase “machine learning,” which is more popular with academics and practitioners. Apple execs also prefer to talk about what software does for the user, such as organizing their photos, improving their typing, or filling out fields in a PDF, as opposed to the technology that makes all that possible.
Apple’s approach to AI as a core underlying component instead of the future of computing represents a way to present the technology to its consumers. Apple’s AI works in the background. And the company doesn’t yell about it the way some of the other companies do because it doesn’t need to.
Microsoft, Google and Meta are rallying everyone around AI, even though the future is murky
Google launched Bard AI, it’s own chatbot to rival Microsoft and OpenAI’s ChatGPT.
Jonathan Raa | Nurphoto | Getty Images
A closer look at executive remarks this week from earnings calls shows that while Meta, Microsoft, and Google are eager to sell the shovels for the AI gold rush, such as cloud services and developer tools, it’s still unclear how AI could change their most important products and when it could start bolstering balance sheets.
Google, for example, has announced its plans to revamp its search engine using an AI model called Search Generative Experience. Microsoft’s biggest new initiative is a $30-per-month “Copilot” subscription that integrates generated text or code from partner OpenAI’s ChatGPT into Word, Powerpoint, and other apps. Meta’s most recent investment in AI technology is its own large language model it calls LLaMA, which could underpin new kinds of social media chatbots or automatically generate online ads.
Meanwhile, Apple still makes the bulk of its money from iPhones, which generated $51.3 billion of its $94.84 billion in revenue during the company’s second fiscal quarter. Why talk a big AI game?
Besides, mega-cap tech companies signaled to investors earlier this week in earnings calls that the rollout of AI products could take a while.
In Microsoft’s case, Nadella tempered investor expectations for Copilot, signaling that growth would take time, and said that its rollout would be “gradual.”
It could take until next year before investors understand how the Copilot subscription affects the company’s revenue. “In the second half of the next fiscal year, we’ll start getting some of the real revenue signal from it,” Nadella said.
Google and Pichai say that the company’s text-generating AI models will make its search engine better and could even answer questions that normal Google search can’t. From a business perspective, Pichai said, generative AI used for creating and serving ads will “supercharge” the company’s existing ads business, and there are “opportunities” for new kinds of ads with AI-generated search.
But Pichai still said it’s still “early days” for the new AI-powered search, and later, when pressed about how SGE might increase usage of the search engine, and therefore increase revenue, he said the company was experimenting.
“I think we are definitely headed in the right direction, and we can see it in our metrics and the feedback we’re getting from our users as well,” Pichai said.
Zuckerberg was effusive about AI technology and its applications in virtual reality, ad targeting, and recommending content from accounts users don’t follow.
He was particularly optimistic about a concept called “AI agents,” where software would be able to message business customers automatically without a human involved, or act as a coach, or be a personal assistant.
Still, Zuckerberg admitted he didn’t know how many people would use the new AI features.
“The reality is, we just don’t know how quickly these will scale,” Zuckerberg said. He said Meta was debating internally how much it should spend on servers for AI.
The peak of the hype cycle
Microsoft – Bing seen on mobile with ChatGPT4 on screen, seen in this photo illustration. On 12 March 2023 in Brussels, Belgium.
Jonathan Raa | Nurphoto | Getty Images
The slow rollout of revenue-generating AI products from Big Tech matters because many people in the technology industry believe that new foundational technologies go through a “hype cycle” based on research from analysis firm Gartner.
When a new technology is introduced, according to the hype cycle model, it gains lots of attention and investment as it reaches a “peak of inflated expectations.” But, as the deployment of the tech moves slower than initially expected, enthusiasm and investment dry up, in a “trough of disillusionment,” before maturing and becoming productive.
For now, shovel-makers and people seeking investment capital are benefiting from the AI boom. Nvidia stock has risen 220% so far in 2023 as investors have realized its GPUs are essential for the technology. Venture capital investment in AI startups has boomed, and many of those dollars are going to Nvidia for computer capacity, and to cloud providers for access to AI models.
But if everyday consumer applications for AI don’t catch on, then many AI companies could slip into the trough of disillusionment again. Analysts found earlier this month, for example, that downloads for OpenAI’s iPhone app slowed earlier this month after launching in May.
Some analysts are starting to understand that an investment opportunity based on new AI products won’t be immediate and that the costs could stack up.
“We cautioned investors that that process of translating early demand to large-scale implementations and recognized revenue will be a multi-year trend rather than an instantaneous flip of a switch,” JPMorgan analyst Mark Murphy wrote this week.
“We recommend investors invest elsewhere until Metaverse, Reels, Threads, Quest and Generative AI investments become accretive (if ever) to META’s [return on invested capital], rather than dilutive,” Needham’s Laura Martin wrote in a note.
UBS analyst Lloyd Walmsley wrote this week that Generative AI was still an “overhang” over Google.
“Management expressed optimism around the ability to solve for ‘deeper and broader’ use cases with Search Generative Experience (SGE), but we do not believe the company is out of the woods with management still describing monetization as having a ‘number of experiments in flight including (for) ads,'” Walmsley wrote.
Apple’s a product company
Apple iPhones are displayed at an Apple store in Chicago on Nov. 28, 2022.
Scott Olson | Getty Images
When Apple reports its earnings next week, analysts will likely press it on its plans for AI, given the industry-wide obsession, and especially after a recent Bloomberg report that said the company was developing a ChatGPT-like language model internally.
Last month, Apple announced new iPhone keyboard software that uses the same transformers architecture as GPT, showing that it has substantial internal development of AI models. It just doesn’t like to talk about products that aren’t out on the market yet to stoke investor anticipation.
Apple is unlikely to discuss AI at length next week as its mega-cap rivals did this week. During Apple’s earnings call in May, when asked about the technology, Cook quickly moved the conversation back to the company’s products and features.
“We view AI as huge and we’ll continue weaving it in our products on a very thoughtful basis,” Cook said.
Sword Health, a startup focused on helping people deal with pain through digital services, is expanding into mental health and has raised additional capital to fuel its growth.
The 10-year-old company is introducing Mind, which uses a combination of artificial intelligence, hardware and human mental health professionals to treat patients with mild depression and anxiety. Sword said Mind will help users access care whenever they need it, rather than during sporadic, hourlong appointments.
“It’s really a breakthrough in terms of how we address mental health, and this is only possible because we have AI,” Sword CEO Virgílio Bento told CNBC in an interview.
Also on Tuesday, Sword announced a $40 million funding round, led by General Catalyst, in a deal that values the company at $4 billion. The fresh cash will support Sword’s efforts to grow through acquisitions, as well as its global expansion and AI model development, the company said.
The round included participation from Khosla Ventures, Comcast Ventures and other firms. Sword had raised a total of more than $450 million as of September, according to PitchBook.
The financing lands as the digital health market shows signs of recovery following a difficult post-Covid stretch, when rising inflation, higher interest rates and a return to in-person activities led to a dramatic retreat in the industry.
Earlier this month, Omada Health, which offers virtual care programs to supports patients with chronic conditions such as diabetes and hypertension, held its Nasdaq debut, though the stock is trading below its initial public offering price. Weeks before that, digital physical therapy provider Hinge Healthhit the New York Stock Exchange. The shares are trading a few dollars above their offer price.
Sword, which was founded in Portugal and is now based in New York, offers tools for digital physical therapy, pelvic health and movement health to help patients manage pain from home and avoid other treatments such as opioids and surgery. Patients can sign up for Sword if it’s supported by their employer or their health plan.
Mind users will receive a wrist wearable called the “M-band” that can measure environmental and physiological signals such as heart rate, sleep and the lighting in a user’s environment. Mind also includes access to an AI Care agent and human mental health professionals, who can deliver services such as traditional talk therapy.
Bento said a human is always involved with a patient’s care, and that AI is not making clinical decisions.
For example, if a patient has an anxiety attack, Sword’s AI will recognize that and could ask a clinician to approve some physical activity for later that day to help with recovery. The clinician would either approve the physical activity that the AI suggested, or override it and propose something else.
“You have an anxiety issue today, and the way you’re going to manage is to talk about it one week from now? That just doesn’t work,” Bento said. “Mental health should be always on, where you have a problem now, and you can have immediate help in the moment.”
Bento said Sword has some clients that have been on a waiting list for Mind, and the startup has been testing the offering with some of its design partners. He said early users have approved of Mind’s personalized approach and convenience.
“We believe that it is really the future of how mental health is going to be delivered in the future, by us and by other companies,” Bento said. “AI plays a very important role, but the use of AI — and I think this is very important — needs to be used in a very smart way.”
Disclosure: Comcast, the parent of Comcast Ventures, is the owner of NBCUniversal, parent company of CNBC.
US President Donald Trump uses a cellphone aboard Marine One before it departs Leesburg Executive Airport in Leesburg, Virginia, on April 24, 2025. Trump is returning to the White House after attending a MAGA, Inc. dinner at the Trump National Golf Club Washington, DC.
Alex Wroblewski | AFP | Getty Images
The Trump Organization’s newly-announced smartphone will likely be made in China, experts say, despite claims that the device will be manufactured in the U.S.
Owned by U.S. President Donald Trump, the company on Monday announced the T1, a gold-colored device which it said would retail for $499. The smartphone will run Google’s Android operating system.
The Trump Organization says the phone will be “built in the United States” — but experts note the phone was likely designed and would be manufactured by a Chinese firm.
“There is no way the phone was designed from scratch and there is no way it is going to be assembled in the U.S. or completely manufactured in the U.S.,” Francisco Jeronimo, vice president at International Data Corporation, told CNBC on Tuesday. “That is completely impossible.”
Jeronimo suggested that the phone would likely be produced by a Chinese original device manufacturer (ODM) — a type of company that designs and manufacturers products based on the specifications of another firm.
“Despite being advertised as an American-made phone, it is likely that this device will be initially produced by a Chinese ODM,” Blake Przesmicki, an analyst at Counterpoint Research said in a note on Monday.
Jeff Fieldhack, research director at Counterpoint Research added that “the U.S. does not have local manufacturing capabilities readily available.”
Smartphone manufacturing came into focus after Trump threatened tariffs on devices imported into the U.S. While those have yet to materialize, the American president has poured scrutiny on Apple‘s supply chain, urging the iPhone maker to manufacture its flagship handset in the U.S. The call is part of a broader desire from Trump to see more manufacturing of electronics be undertaken in the U.S.
Several experts have noted that manufacturing iPhones in the U.S. would be nearly impossible and would certainly raise the price of the product substantially. On top of that, getting large-scale manufacturing off the ground in the U.S. would take several years.
Phone will need foreign components
Even if some manufacturing of the device were done in the U.S., smartphone supply chains are global, and handset components come from several countries.
The Trump Organization’s T1 is no different. While no information has been revealed on particular components, the specifications could give a hint of what to expect.
The device will have a 6.8-inch AMOLED display, a kind of screen that is made primarily by South Korean firm Samsung. LG, another South Korean firm, also produces the screen, as does Chinese firm BOE.
For comparison, Apple’s top end iPhone 16 Pro Max, has a 6.9-inch display and starts at $1,199.
At T1’s $499 price point, the smartphone will likely use a processor from Taiwanese firm MediaTek, which would be manufactured in Taiwan. If the device were to contain a Qualcomm chip instead, that would also likely have to be made in Taiwan.
The phone’s advertised 50-megapixel camera will meanwhile require image sensing chips — a market that is dominated by Japanese firm Sony for smartphones. There are smaller players in China and elsewhere.
The device’s memory is one area that could use American technology, potentially from Micron, which manufactures its components in the U.S. But other players, like South Korea’s Samsung, could be potential suppliers.
“Even when there is local manufacturing available the company will have to rely on components that are being imported from outside the US,” Counterpoint Research’s Fieldhack said.
Chinese tech company Tencent is a gaming giant and the parent company of WeChat, the ubiquitous social messaging app in China.
Cheng Xin | Getty Images News | Getty Images
Tencent has spent years evolving into a gaming and social media giant in China and in the process, has built up its cloud computing capabilities.
The technology firm is now looking to bring that expertise to Europe as it ramps up expansion of its cloud business overseas, Dowson Tong, CEO of Tencent’s cloud group told CNBC.
“We have strengths and competence in very specific technology areas, as well as industry verticals,” Tong said in an interview last week. “These are are very unique technology capabilities that have been developed over many years [and] started from our products in China.”
“So we intend to bring a lot of this technology expertise to Europe. We’re talking to a lot of interested potential customers.”
Tencent’s European push will pitch it against U.S. hyperscalers Amazon, Microsoft and Alphabet-owned Google, which collectively make up 70% share of Europe’s cloud market.
But the Chinese firm is hoping to focus on specific areas where it has built up capabilities to differentiate from rivals.
Tong said these include cloud technologies for areas like optimizing video streaming, ensuring a smooth gaming experience, and developing and hosting so-called “super apps” like WeChat — China’s biggest messaging service. WeChat is often seen as the pioneer of super apps, a term that refers to an application with multiple functions, such as messaging and payments.
Tong gave an example of Tencent’s cloud computing work with French telecommunications firm Orange in supporting the company’s Max it app in Africa. In the area of gaming, Tencent’s cloud technology can improve “latency,” which is a technical term for the lag between a player’s actions and what happens on screen, Tong said.
The Chinese company is also betting on European companies opting for multiple cloud providers for services, instead of relying on one or two of the big players.
“I would say that’s actually a … deliberate strategy of ours to make the customers feel more comfortable using our technology, especially in a multi-cloud environment,” he said, adding that customers want to be able to interoperate.
AI push
Cloud computing companies have put an increased focus on selling artificial intelligence tools as a way to boost revenue and differentiate their offerings from rivals.
Tencent has built up its own artificial intelligence foundational model in China called Hunyuan. But it also uses some models created by Chinese firm DeepSeek in its products.
Tong said Tencent would take a similar approach in Europe when it comes to AI, potentially offering products built on European models.
“Our focus would be providing tools that would work with different foundation models and ultimately, it’s the customer’s decision which model works best for them,” Tong told CNBC.
“So I think at the end of the day, we would always go to our customers, find the problems they wanted addressed, provide them tools so that they can accomplish what they need, and realise the cost efficiency that we can offer.”
