At various times during the past two-plus decades of the dotcom-mobile-AI era, references to another fabled Bay Area enterprise, Levi Strauss, and its enduring business model have re-emerged. The theory was that while lots of aspiring gold miners wasted time and money digging for elusive wealth, Levi Strauss got rich by selling them what they needed: shovels, tents, pans, food - and pants.
Many tech or tech-adjacent firms yearned to be the supplier who coined it without having to do the hard work of actually digging, eg, writing code, fighting off avaricious competitors, etc. Ironically, if not surprisingly, it turns out that the big tech company closest to a latter-day Levi Strauss is none other than one of the originals: Apple. The Levis-Apple AI corollary is that while Microsoft, Amazon, OpenAI, Anthropic et al spend gazillions on data centers, talent, etc, Apple is just collecting tolls without having to spend as much because all the smart guys need the App Store gateway to get to their customers. Somewhere, ol' Levi is smiling and snapping the suspenders holding up his jeans. JL
Dan Primack reports in Axios:
Apple isn't burning cash to buy GPUs for training AI models and processing prompts. Nor is it investing huge sums in OpenAI or Anthropic, as are rivals Amazon and Microsoft. (But) Apple may reap the rewards of everyone else's spend by selling high-end consumer hardware that will become even more essential as AI becomes more ubiquitous. AI advancements could lead to shorter upgrade cycles, while Apple's reputation for enhanced privacy could become an enhanced selling point. All the while, "taxing" (AI-specific) firms via the App Store. It doesn't matter to Apple which app gets used most, so long as it's being used. This is an argument that more investors, including VCs with big AI positions, have been whispering about.