"The way that we look at AI is that it's one of the most profound technologies of our lifetime," Apple CEO Tim Cook recently remarked, a sentiment echoed across the tech industry. This profound shift is driving unprecedented capital expenditure, as highlighted by CNBC's Steve Kovach on "Money Movers," discussing how leading tech companies are funneling vast sums into artificial intelligence infrastructure and talent. Kovach, a Technology Correspondent for CNBC Business News, unpacked the diverse AI strategies emerging from the latest earnings calls, revealing a clear divergence in approach among the tech behemoths.
The landscape of AI investment among hyperscalers is characterized by colossal spending. Meta projects up to $72 billion in annual capital expenditure, largely driven by core AI initiatives aimed at boosting ad growth, though generative AI returns are anticipated to take longer. Amazon and Microsoft are on pace for even more staggering figures, $118 billion and $120 billion respectively, with their spending primarily supporting cloud growth. These companies are building the very backbone of artificial intelligence, as evidenced by Microsoft's accelerating Azure cloud growth fueled by AI demand. Alphabet, similarly, is allocating $85 billion to support its foundational AI models like Gemini, alongside search and other consumer-facing products, in addition to cloud infrastructure.
Apple, however, stands as a notable outlier in this capital-intensive race. While Tim Cook confirmed Apple is "significantly increasing" its spending on AI, encompassing both talent and compute resources, no specific financial figures were disclosed. This lack of transparency contrasts sharply with the detailed CapEx outlooks provided by its peers.
The strategic opacity from Cupertino suggests a different playbook. When pressed by an analyst on whether AI models are becoming commoditized, Cook demurred, stating he wouldn't comment as "that gives away some things on our strategy." This evasion, as Kovach interprets, points towards a high likelihood that Apple intends to partner with existing AI leaders rather than building every foundational model from scratch. Companies like OpenAI, Anthropic, or even open-source players like Mistral could become key collaborators. This strategy, Kovach notes, is "a lot cheaper to build on top of a proven technology instead of building it from scratch." By potentially leveraging established models, Apple could integrate advanced AI capabilities into its ecosystem more efficiently, sidestepping the immense upfront investment required for ground-up development while still delivering powerful, user-facing AI experiences. This approach allows Apple to maintain its focus on product integration and user experience, rather than competing directly in the foundational model race.
