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Apple continues to spend less than its Magnificent 7 peers on artificial intelligence. Recent reports from Chinese start-up DeepSeek have caused investors to positively reassess that strategy American

Apple's latest earnings were a mixed bag, with slipping iPhone sales countered by rising revenue. Reporting after the bell Thursday, the iPhone maker’s

Apple CEO Tim Cook said DeepSeek's AI models represent "innovation that drives efficiency" on his earnings call on Thursday while fielding questions from

Apple could be forced to detail more of its AI activity, after a proposal asks shareholders to expose whether Apple is truly working ethically in the field when training Apple Intelligence.

Apple's iOS 18.3 update has introduced a new default setting that automatically activates a potentially dangerous Apple Intelligence feature.

The AI tech DeepSeek used to train its reasoning model might be just what Apple needs for major Apple Intelligence developments on iPhone.

While iPhone sales faced headwinds, Apple’s Mac and iPad segments saw significant gains. The company reported $8.99 billion in Mac revenue and $8.09 billion in iPad sales, both exceeding analyst expectations. The strong performance was driven by the launch of new MacBooks, iMacs, and Mac Minis powered by Apple’s latest M4 chip.

Apple beat Wall Street's quarterly profit estimates on Thursday, but iPhone sales and China revenue for the holiday quarter were weak due to stiff Chinese competition and a slow rollout of artificial intelligence features.

Apple’s report Thursday afternoon is the latest in a busy week for earnings and will provide a test for the iPhone maker’s DeepSeek inspired rally this week.

Apple's earnings call is today at 5 pm ET. AAPL stock heads into the report down 4% YTD. Analysts are focused on services and China sales.