Apple delivered a strong quarterly performance on Thursday, surpassing expectations with $143.8 billion in revenue—a 16% increase compared to the same period last year. During the earnings call, as most analysts offered CEO Tim Cook gentle questions, one stood out by addressing a topic many in the industry seem to avoid.

Morgan Stanley’s Erik Woodring began, “When I think about your AI initiatives, it’s clear there are added costs associated with that… Many of your competitors have already integrated AI into their devices, and it’s just not clear yet what incremental monetization they’re seeing because of AI…” Then, with what must have taken considerable nerve to voice a question lingering in the minds of many investors, he asked directly, “So, how do you monetize AI?”

You might expect this to be a common topic, but that hasn’t been the case. Instead, major tech players have largely pursued AI development based on momentum and perception rather than clear financial plans.

Consider OpenAI, for example. While ChatGPT has become a cultural phenomenon, the company does not expect to turn a profit until 2030. Analysts from HSBC are skeptical even of that timeline, especially given estimates that OpenAI may require an additional $207 billion in funding. If you ask someone in tech how the company plans to become profitable, you’re likely to get a vague, non-committal response.

Back on the earnings call, Tim Cook—fresh off announcing $143.8 billion in revenue—was having a good day, so perhaps he would finally clarify how companies plan to recover their AI investments. His reply, however, was less than revealing.

“Well, let me just say that we’re bringing intelligence to more of what people love, and we’re integrating it across the operating system in a personal and private way, and I think that by doing so, it creates great value, and that opens up a range of opportunities across our products and services,” Cook stated.

So, there it is. According to Apple, AI will be monetized by creating “great value,” which will in turn “open up a range of opportunities” within their “products and services.” Clear as ever. Credit, at least, to that Morgan Stanley analyst for making the attempt.