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 ImagesThe 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.related investing newsBut 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 sharply 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 practitioner …
