In June, the company overhauled Siri, its digital assistant, through a partnership with Google, whose Gemini model was used to beef up the new Siri AI.
Apple tried to assuage investors’ concerns about rising AI costs.
“We feel AI offers a compelling reason for customers to upgrade and switch in order to get the latest capabilities, and we also feel there’s opportunities across third-party apps and partnerships as well as first-party opportunities,” Parekh said.
Apple launched three new phones in September – the 18 Pro, 18 Pro Max and its first folding phone called the Duo – in addition to two new desktop computers.
In October, it also unveiled a new smart display powered by Siri AI called HomeView, as well as a MacBook Pro with a touchscreen for the first time.
In July, the company also launched Apple Upgrade, a leasing program that lets US customers pay for an iPhone or other devices in monthly instalments.
Chips crunch
Long criticised for falling behind in the AI race, Apple stands to benefit from the heavy spending of its peers on data centres while keeping its own investments lean.
Analysts expected the Cupertino giant to spend US$11 billion ($19.2) in the 12 months that ended in September, when its fiscal year ends.
That’s a fraction of the annual expenditures of Microsoft, Alphabet, Amazon and Meta, which are on track to spend more than US$700b on capital investment this year – roughly the size of Argentina’s or Belgium’s entire economy – much of it on AI infrastructure, according to analyst estimates.
In July, Meta said it expected to spend US$145b this year, nearly double what it spent in 2026.
Last week, Amazon said it expects to spend US$220b this year, and Microsoft said it expected to spend US$170b by the end of the year.
Alphabet’s latest forecast for spending is between $195b to $205b in 2026.
The iPhone-maker is in a legal battle with one of its close AI partners, though.
In July, Apple sued OpenAI for allegedly orchestrating a campaign to steal the iPhone maker’s trade secrets as the AI lab tries to develop its own consumer hardware device.
OpenAI’s flagship product, ChatGPT, has been integrated into Apple products since 2024.
– AFP
