Apple continues to dominate the market without heating up its infrastructure, while its competitors complain. Apple CEO John Ternus emphasized that 'AI is a form of growth option.' This perspective has led to the most remarkable results for Apple over the past years. The high growth of iPhone and Mac products allowed Apple to maintain a positive financial profile, with a 17.5% increase in the first three months of 2026 compared to the previous year.

Apple has also benefited from AI; it has sold devices that use AI to its customers, even though the AI itself is provided by others. This has allowed Apple to further increase its customer base and maintain a high level of consumer satisfaction. Apple has integrated AI into its marketing and business strategies.

It has included AI in many of its products and services, making its offers more attractive and competitive than those of its competitors. Apple has developed a series of AI apps and services that have allowed it to create new markets and further increase its position in the global market. However, Apple warned that the cost of memory could affect its profit margins during the holiday period.

This perspective shows how Apple is concerned about the growth of AI and seeks ways to manage the negative consequences of this technological boom. Apple is an example of how the revolution of AI can be used by large companies as a form of growth option. Apple continues to dominate the market thanks to its ability to create economic value through AI, but also thanks to its ability to integrate it into its business and marketing strategies.