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Apple, Microsoft AI strategies put to the test as AI cost surge debate grows

Apple and Microsoft face a key month as investors and developers watch whether they can shift perceptions of their AI momentum. Apple’s World Wide Developers Conference runs June 8 to 12 and is expected to highlight on-device AI backed by its chip design experience. Microsoft is expected to unveil more in-house models at its June 2 to 3 Build conference as it leans less on OpenAI. Companies are also voicing growing concern over rising AI costs.