Google, Microsoft, and Meta can't stop talking about A.I. — here's why Apple rarely mentions it

in June, it never said the phrase, although it announced several new features powered with AI.

Google, for example, has announced its plans to revamp its search engine using an AI model called Search Generative Experience. Microsoft's biggest new initiative is a $30-per-monththat integrates generated text or code from partner OpenAI's ChatGPT into Word, Powerpoint, and other apps.

It could take until next year before investors understand how the Copilot subscription affects the company's revenue. "In the second half of the next fiscal year, we'll start getting some of the real revenue signal from it," Nadella said.

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