Has anyone told Apple about the AI craze? With the biggest tech company in the world still without any kind of public artificial intelligence projects, it seems that maybe nobody has.

Apple’s competitors have been in a total frenzy of AI development and acquisitions.

Google was quick out of the gate (maybe too quick) with their introduction of Bard, an AI assistant that was supposed to compete with OpenAI’s ChatGPT.

Microsoft has seemingly gained the early lead on AI, with Bing’s successful integration of a Large Language Model chatbot. Bing is just the beginning for Microsoft when it comes to artificial intelligence, as the tech giant is openly betting big on the machine learning revolution.

In fact, AI was mentioned over 50 times during Microsoft’s earnings call earlier this week.

Even the social media giants are getting in on AI.

Recently, Elon Musk made waves when he bought 10,000 GPUs for Twitter’s data center for a rumored AI project, shortly after hiring away key engineers from the AI research firm, Deepmind.

Meta has shown an interest, albeit without any clear plans, to integrate AI into their platforms.

Mark Zuckerberg stated that Meta is “an opportunity to introduce AI agents to billions of people in ways that will be useful and meaningful”.

Not much there, but it’s still more than we’ve heard from Apple.

Historically, Apple has never been in much of a rush when it comes to innovation. They’ve been happy to let others make early mistakes while they bide their time, eventually putting their own legendary branding and marketing on a polished version of the product.

If you remember, the iPod was not the first MP3 player.

You actually may not remember, because Apple faced little resistance in making its “late arrival” the gold standard for portable music players.

iPods were to MP3 players what Bandaids are to adhesive bandages.

And it wasn’t because they were the first on the scene.

Similarly, the iPhone only showed up once it was a polished product that learned from the mistakes of others with their smartphone offerings.

Despite the company’s reputation for dominating the industry after arriving late to the party, many are still concerned by the tech titan seemingly sitting out the AI gold rush.

A Sleeping Giant

Rest assured when it comes to AI, Apple is working, not waiting.

They may not have a meme-making AI art generator, like DALL-E or Midjourney.

They might not yet have a seemingly ultra-intelligent chatbot assistant, like ChatGPT or the new Bing.

But they are not ignoring the most revolutionary technology of our generation.

To be honest, the concern is absurd considering that Siri represents what many people thought of as AI up until when OpenAI surprised the public with ChatGPT.

AI has been near the center of Apple’s business model for decades.

Rest assured, Apple will have its own version of Bard, but without the same obvious errors as Google’s premature AI offering.

This week, we heard the first rumblings of Apple’s plans to integrate advanced-AI into their products.

Reportedly, Apple is working on an AI-powered health and fitness app called Quartz.

In theory, the app would expand Apple’s already extremely popular fitness tracking features.

Quartz will offer a customized coaching program developed using AI based on data provided from the users Apple Watch data. Its focus will be to keep users motivated to maintain healthy lifestyles, including exercise routines and improved eating habits.

The app is likely to be released sometime next year, although no official announcement has been made by Apple executives.

This would be a shrewd move by Apple.

Using AI to boost a well established feature solidifies its place as the standard for health tracking, while also assuring speculators that they’re well aware of the ongoing AI craze.

Of course, this won’t be the biggest offering by Apple when it comes to machine learning. But it’s noteworthy confirmation that the company’s innovators will look to make their mark on the seemingly unlimited potential that the technology offers.

With that, we would like to hear your thoughts. Do you think Apple can keep pace on AI? Will their old strategy of making products later (but better) work again? Would a super-intelligent robot fitness coach be enough to make you buy an Apple Watch? Let us know at feedback@technologyprofits.com.