Seems that they are hiring for a bunch of roles [1]. Also keep in mind that they release and reveal via large events. Hopefully next week they show us their AI strategy.

1:https://jobs.apple.com/en-us/search?location=united-states-U...

Apple is fine with respect to AI and doesn''t need to hype up their AI efforts.

They released this voice cloning feature, buried in the article without any fanfare.

https://www.apple.com/newsroom/2023/05/apple-previews-live-s...

Their strategy is the same:

1. Wait for all the other competitors to release their first implementations of AI. (Apple doesn't care about being first)

2. Apple learns from their competitor's mistakes.

3. Apple rolls out their on device AI solution and gets it right.

The fact that Apple is too quiet whilst the competition is likely using OpenAI and other hosted AI models is already dangerous for many startups.

Once Apple releases their solution, what usually follows is Google will do the same with Android.