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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.

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India is betting $18 billion to build a chip powerhouse. Here’s what it means

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India is betting  billion to build a chip powerhouse. Here’s what it means

A robotic machine manufactures a semiconductor chip at a stall to show investors during The Advantage Assam 2.0 Investment Summit in Guwahati, India, on Feb. 25, 2025.

Nurphoto | Nurphoto | Getty Images

India wants to become a global chip major, but the odds are steep: competition is fierce, and India is a late entrant in the race to make the most advanced chips.

In 2022, when the U.S. restricted exports of its advanced AI chips to China to curb Beijing’s access to cutting-edge technology, a global race for semiconductor self-reliance began.

For India, it offered an opportunity: the country wants to reduce dependence on imports, secure chips for strategic sectors, and capture a bigger share of the global electronics market shifting away from China.

India is one of the world’s largest consumers of electronics, but it has no local chip industry and plays a minimal role in the global supply chain. New Delhi’s “Semiconductor Mission” aims to change that.

The ambition is bold. It wants to create a full supply chain — from design to fabrication, testing and packaging — on Indian soil.

As of this month, the country has approved 10 semiconductor projects with total investment of 1.6 trillion rupees ($18.2 billion). These include two semiconductor fabrication plants, and multiple testing and packing factories.

India also has a pool of engineering talent that is already employed by global chip design companies.

Yet progress so far has been uneven, and neither the investments nor talent pool is enough to make India’s chip ambitions a reality, say experts.

“India needs more than a few fabs or ATP facilities (i.e., more than a few “shiny objects.”) It needs a dynamic and deep and long-term ecosystem,” said Stephen Ezell, vice president for global innovation policy at the Information Technology and Innovation Foundation, a science and technology policy think tank.

Ezell says that leading semiconductor manufacturers consider “as many as 500 discrete factors” before they set up multi-billion-dollar fab investments. These include talent, tax, trade, technology policies, labor rates and laws and customs policies — all areas where India has work to do.

New Delhi’s policy push

In May, the Indian government added a new element to its chip ambition: a scheme to support electronic component manufacturing, addressing a critical bottleneck.

Until now, chipmakers had no local demand for their product as there are hardly any electronic component manufacturing companies, such as phone camera companies, in India.

Researchers inside the semiconductor fabrication lab at the Centre for Nano Science and Engineering, at the Indian Institute of Science, in Bangalore.

Manjunath Kiran | Afp | Getty Images

But the new policy offers financial support to companies producing active and passive electronic components, creating a potential domestic buyer-supplier base that chip manufacturers can plug into.

In 2022, the country also pivoted from its strategy of providing superior incentives to fabrication units making chips of 28nm or less. When it comes to chips, the smaller the size, the higher the performance with improved energy efficiency. These chips can be used in new technologies like advanced AI and quantum computing by packing more transistors into the same space.

But this approach wasn’t helping India develop its nascent semiconductor industry, so New Delhi now covers 50% of the project costs of all fabrication units, regardless of chip size, and of chip testing and packing units.

Fab companies from Taiwan and the U.K., and semiconductor packaging companies from the U.S. and South Korea have all shown interest in aiding India’s semiconductor ambitions.

“The Indian government has doled out generous incentives to attract semiconductor manufacturers to India,” said Ezell, but he stressed that “those sorts of investments aren’t sustainable forever.”

The long road

The biggest chip project in India currently is the 910-billion-rupee ($11 billion) semiconductor fabrication plant being built in Prime Minister Narendra Modi’s home state of Gujarat by Tata Electronics, in partnership with Taiwan’s Powerchip Semiconductor Manufacturing Corp.

The unit will make chips for power management integrated circuits, display drivers, microcontrollers and high-performance computing logic, Tata Electronics said, which can be used in AI, automotive, computing and data storage industries.

The U.K.’s Clas-SiC Wafer Fab has also tied up with India’s SiCSem to set up the country’s first commercial compound fab in the eastern state of Odisha.

These compound semiconductors can be used in missiles, defence equipment, electric vehicles, consumer appliances and solar power inverters, according to a government press release.

“The coming 3-4 years is pivotal for advancing India’s semiconductor goals,” said Sujay Shetty, managing director of semiconductor at PwC India.

Establishing operational silicon fabrication facilities and overcoming technical and infrastructural hurdles that extend beyond incentives will be a key milestone, according to Shetty.

Opportunities beyond fab

NEW DELHI, INDIA – MAY 14: Union Minister of Railways, Information and Broadcasting, Electronics and Information Technology Ashwini Vaishnaw briefing the media on Cabinet decisions at National Media Centre on May 14, 2025 in New Delhi, India.

Hindustan Times | Hindustan Times | Getty Images

Last week, Indian minister Ashwini Vaishnaw, who was in Bengaluru to inaugurate a new office of semiconductor design firm ARM, said the British company will design the “most advanced chips used in AI servers, drones, mobile phone chips of 2 nm” from the south Indian city.

But experts say the role of local talent is likely to be limited to non-core design testing and validation, as the core intellectual property for chip designs is often held in locations like the U.S. or Singapore, where established IP regimes support such activities.

“India has sufficient talent in design space, because unlike semiconductor manufacturing and testing that has come up in the last 2 years, design has been there since 1990s,” said Jayanth BR, a recruiter with over 15 years of experience in hiring for global semiconductor companies in India.

He said global companies usually outsource “block-level” design validation work to India.

Going beyond this is something India’s government will need to solve if it wants to fulfil its semiconductor ambitions.

“India may consider updating its IP laws to address new forms of IP, like digital content and software. Of course, improving enforcement mechanisms will go a long way in protecting IP rights,” says Sajai Singh, a partner at Mumbai-based JSA Advocates & Solicitors.

“Our competition is with countries like the U.S., Europe, and Taiwan, which not only have strong IP laws, but also a more established ecosystem for chip design.”

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‘We need the smartest people’: Nvidia, OpenAI CEOs react to Trump’s H-1B visa fee

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'We need the smartest people': Nvidia, OpenAI CEOs react to Trump's H-1B visa fee

Nvidia CEO Jensen Huang attends the “Winning the AI Race” Summit in Washington D.C., U.S., July 23, 2025.

Kent Nishimura | Reuters

Nvidia CEO Jensen Huang and OpenAI CEO Sam Altman on Monday commented on President Donald Trump’s decision to increase the cost of hiring overseas workers on visas.

Trump on Friday announced that he would raise the fee for an H-1B visa to $100,000, leaving companies scrambling. Employers now must have documentation of the payment prior to filing an H-1B petition on behalf of a worker. Applicants will have their petitions restricted for 12 months until the payment is made, according to the White House.

Huang and Altman responded to the changes in an interview with CNBC’s Jon Fortt, where the two executives announced that Nvidia will invest $100 billion in OpenAI as the artificial intelligence lab sets out to build hundreds of billions of dollars-worth of data centers based around the chipmaker’s AI processors.

“We want all the brightest minds to come to the U.S. and remember immigration is the foundation of the American Dream,” Huang said Monday. “We represent the American Dream. And so I think immigration is really important to our company and is really important to our nation’s future, and I’m glad to see President Trump making the moves he’s making.”

OpenAI CEO Sam Altman also expressed a positive outlook on Trump’s changes.

“We need to get the smartest people in the country, and streamlining that process and also sort of outlining financial incentives seems good to me,” Altman said.

The new $100,000 fee would be a seismic shift for U.S. technology and finance sectors, which rely on the H-1B program for highly skilled immigrants, particularly from India and China. Those two countries accounted for 71% and 11.7% of visa holders last year, respectively.

Those who already have H-1B visas and are located outside the U.S. will not be required to pay the fee in order to re-enter. Many employers use H-1B workers to fill the gaps in these highly technical roles that are not found within the American labor supply. 

— CNBC tech reporter Annie Palmer contributed to this report.

WATCH: Watch CNBC’s full interview with Nvidia CEO Jensen Huang and OpenAI leaders Sam Altman and Greg Brockman

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Here’s everything Trump is changing with H-1B visas

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Here's everything Trump is changing with H-1B visas

President Donald Trump speaks before signing executive orders in the Oval Office at the White House on September 19, 2025 in Washington, DC.

Andrew Harnik | Getty Images

President Donald Trump raised the fee for an H-1B visa to $100,000 on Friday, leaving companies scrambling to respond.

With many left wondering whether their careers will remain in tact, here’s a breakdown of the new H-1B fees:

What did Trump change?

As of Sunday, H-1B visa applications will require a $100,000 payment. Previously, visa fees ranged from $2,000 to $5,000 per application, depending on the size of the company.

Employers now must have documentation of the payment prior to filing an H-1B petition on behalf of a worker. Applicants will have their petitions restricted for 12 months until the payment is made, according to the White House.

Who does this impact?

The fee will only be applied to new H-1B applicants, not renewals or current visa holders, according to White House press secretary Karoline Leavitt. The fee will be implemented in the upcoming lottery cycle.

Those who already have H-1B visas and are located outside the U.S. will not be required to pay the fee in order to re-enter.

Leavitt also clarified that the $100,000 is a one-time payment and not an annual charge.

Exceptions can be made to any immigrant whose employment is deemed essential in the national interest by the Secretary of Homeland Security and does not pose a threat to the security or welfare of the U.S.

Employees with B visas who have start dates prior to October 2026 will also receive additional guidance in order to prevent using those temporary business visas as a workaround for H-1B visas.

Who are these workers and why are they needed?

H-1B visas allows highly skilled foreign professionals to work in specialty occupations that generally require at least a bachelor’s degree to fulfill the role. Jobs in the fields of science, technology, engineering and math, or STEM, usually qualify.

Many employers use H-1B workers to fill the gaps in these highly technical roles that are not found within the American labor supply.

Companies in the tech and finance sectors rely heavily on these specially-skilled immigrants, particularly from India and China, which accounted for 71% and 11.7% of visa holders last year, respectively.

How many H-1B visas does the tech industry use every year?

The current annual cap for H-1B visas is 65,000, along with an additional 20,000 visas for foreign professionals with a master’s degree or doctorate from a U.S. institution. A lottery system is used to select additional petitions if demand exceeds the cap.

Since 2012, about 60% or more of approved H-1B workers had computer-related jobs, according to Pew Research.

Amazon was the top employer for H-1B holders in the fiscal year 2025, sponsoring over 10,000 applicants by the end of June, according to U.S. Citizenship and Immigration Services. Microsoft and Meta had over 5,000 each, while Apple and Google rounded out the top six with over 4,000 approvals.

WATCH: CoreWeave CEO on H-1B visas: Additional fee is ‘sand in the gears’ for access to talent

CoreWeave CEO on H-1B visas: Additional fee is 'sand in the gears' for access to talent

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