Apple Inc. reported a 13% year-over-year increase in App Store spending for July 2025, marking the fastest growth since November 2024. Goldman Sachs analyst Michael Ng reiterated a Buy rating on Apple stock with a price target of $266, highlighting the recent spending surge. Despite this positive indicator of consumer engagement, some market observers remain cautious due to Apple's historical challenges with large-scale projects. CEO Tim Cook emphasized the company's commitment to artificial intelligence, describing AI as potentially "as big or bigger" than the internet, smartphones, or apps, and signaled plans for substantial investment in this area. Industry reports suggest Apple is preparing to expand its data centers and increase AI-related expenditures to compete with rivals such as Microsoft and Google. However, some analysts note that Apple is currently behind in the AI race and may need to significantly outspend competitors to maintain its market position.