Apple CEO Tim Cook recently discussed the company’s AI ambitions, highlighting the role of DeepSeek’s AI models during an earnings call. Cook praised DeepSeek for “innovation that drives efficiency,” responding to questions about how these models could impact Apple’s margins.

Cook emphasized that Apple uses a hybrid approach for its AI. Some tasks are handled locally on devices using Apple's custom silicon chips, while more complex tasks are run in the cloud through partnerships with AI providers. He clarified that Apple’s approach to AI spending remains “prudent and deliberate.”

Currently, Apple’s only AI partnership is with OpenAI, which allows iPhone users to access ChatGPT for complex questions via a private cloud. However, Cook suggested that Apple’s partnership with OpenAI is not exclusive and that the company may incorporate other AI models, such as Google’s Gemini or Anthropic’s Claude, in the future. He did not indicate that Apple would integrate DeepSeek’s AI models.

Amid OpenAI’s allegations of intellectual property theft related to DeepSeek, several analysts have questioned the efficiency of DeepSeek’s AI models. They suggested that the models might have been trained using significantly more GPUs and computational resources than DeepSeek claims, raising doubts about the company's efficiency. Despite these concerns, DeepSeek’s models are priced significantly lower than those from American AI labs, making them an attractive option.

Apple's AI features have not immediately boosted iPhone sales as expected. In the last quarter, iPhone sales slightly declined compared to the previous year. However, Cook pointed out that regions where Apple Intelligence had been launched saw stronger sales compared to areas where it was unavailable.

Apple has faced additional challenges with its AI features. Earlier this month, the company paused its AI news article summaries after the feature produced misleading headlines. In one instance, Apple Intelligence inaccurately claimed that Luigi Mangione, the man charged in the murder of UnitedHealthcare CEO Brian Thompson, had shot himself.

SOURCE: TECHCRUNCH | PHOTO: BUSINESSINSIDER

This article was created with AI assistance.