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Management teams of publicly traded companies are under immense pressure to explain their successes or failures to investors and analysts every three months. Apple (NASDAQ:AAPL) has been conspicuously quiet in its aims for the market’s current obsession, artificial intelligence, and was not mentioned in management’s remarks during its latest earnings call. Over the last several years, Apple has become largely a services-based enterprise, with its computers being quite expensive compared to PCs of comparable quality and a longer refresh cycle. This article examines the risks of not mentioning the subject of the market’s focus and the potential implications of Apple’s silence on AI.