US-based technology company Apple is investing significantly in generative artificial intelligence, or AI, chief executive Tim Cook assured investors on Friday. The iPhone maker is currently getting heat from investors as it has been making slow progress in the generative artificial intelligence field as compared to its rivals, Alphabet’s Google and Microsoft. Brian Mulberry, a portfolio manager, commented that “AI is what most investors are really excited about. Almost all momentum in the market in general is being fuelled by AI.” He also stated to The Wall Street Journal that Apple has not m…