Artificial Intelligence (AI) Technology is an $800 billion market opportunity over the next decade as it penetrates the enterprise and consumer technology space, the Wedbush analyst said Daniel Ive in a recent note.

Despite apple inc‘S AAPL Because of the not-so-proactive approach, the analyst said Cupertino could be the one “to benefit no matter where the industry goes.”

Apple preparing to hit the pedal? Given that Apple is a leading player in almost every area of ​​tech and consumer technology, the company is likely to ramp up its AI efforts in the coming months, Ives said in a recent statement.

The company’s focus on AI is evident with the acquisition of in 2020 Xnor.ai, a spin-off from the nonprofit Allen Institute for AI, he said. The tech giant would have the ability to embed Xnor.ai features into standard features in each iPhone, iPad And MacBookincluding tools for object and person detection, he added.

The analyst also noted that Xnor.ai recently developed a self-service platform for software developers to inject AI-centric code and data libraries into device-centric apps, allowing users to use AI models anywhere.

See also: The best stocks for artificial intelligence

Working secretly? Ives said Apple has invested in generative AI technologies in various ways, but without disclosing the details of its current status and location. This is consistent with the company’s habit of keeping its research and product development very secret.

Apple’s AI applications: The object/face recognition capabilities currently seen in iPhones are an example of AI used in Apple’s product offerings, Ives said. The company is now using AI capabilities across its portfolio, from Siri to hardware, and is even working with automakers to have its phone act as a key, he said.

“Apple has always been at the forefront of technology and we expect the company will continue to innovate in its famous strategic avenues,” the analyst said.

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