Stay informed on IASB's latest research on intangible assets

With a share market capitalisation of more than A$5 trillion, Apple Inc. has been at the cutting edge of technology development for decades.

Its recently launched iPhone 16, for example, has incorporated artificial intelligence (AI) software, marketed as “Apple Intelligence”, that it says draws on personal context to “help you write, express yourself and get things done effortlessly”.

This world-leading technology has the potential to generate billions of dollars in revenue and profit for Apple - but the true value of Apple’s AI won't be on the company’s balance sheet.

While some of the cost of Apple’s AI will be listed among the company’s assets, there would be minimal value, if any, for Apple’s brands, its software, designs, symbols, digital copyrights, trademarks, licences, customer lists or its other intellectual properties (IP). These are all internally generated intangible assets, and they simply don’t count.

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