Apple CEO Tim Cook has stated that the tech giant is committed to embracing artificial intelligence (AI), describing it as a pivotal moment for the company. Speaking at an internal staff meeting held at Apple’s headquarters in Cupertino, California, Cook expressed the importance of the company’s role in the AI revolution, according to a report by Bloomberg.
The remarks were made during a rare all-hands meeting attended by Apple employees, where Cook emphasised the urgency and scale of the opportunity that AI presents. He emphasised that Apple is determined to make the necessary investments to ensure its place in the rapidly evolving field.
AI seen as Apple’s next frontier
During the meeting, Cook reportedly told staff that AI is “as big or bigger” than transformative technologies such as the internet, smartphones, cloud computing, and mobile apps. Apple must do this. Apple will do this. This is sort of ours to grab,” he said, as cited by individuals familiar with the event. “We will make the investment to do it.”
Cook acknowledged that Apple has historically not been the first to enter certain technology sectors, such as personal computers, smartphones, tablets, and MP3 players. However, he pointed out that the company had consistently delivered what many considered the modern standard in each of those categories. “This is how I feel about AI,” Cook reportedly added.
His comments follow increasing industry competition in the AI space, with rival firms rolling out advanced features powered by large language models (LLMs) and generative AI tools. Apple has taken a more cautious approach, with some delays impacting its product development timeline.
Siri upgrade delayed amid architectural changes
Apple’s Senior Vice President of Software Engineering, Craig Federighi, also addressed employees during the same meeting. He discussed the reasons behind the delay in launching an AI-enhanced version of Siri, Apple’s digital assistant.
Federighi revealed that the company had initially planned to build Siri’s upgrade using a “hybrid architecture.” This system would have combined the current functionality of Siri with new capabilities driven by LLMs. However, Apple found that the hybrid model fell short of the company’s standards.
“We realised that approach wasn’t going to get us to Apple quality,” Federighi explained. As a result, the development team has shifted to an entirely new architecture designed to provide a more cohesive and enhanced AI experience.
Apple is exploring acquisitions to speed up its AI roadmap
The internal meeting came just a day after Cook made public comments ahead of Apple’s earnings call, stating that the company remains open to acquisitions that could accelerate its AI strategy. This signals Apple’s intention to catch up with other tech leaders who have moved faster to integrate generative AI into their platforms.
However, Apple is also facing increased competition for AI talent. Some of its key AI experts have reportedly departed the company to join Meta, which is actively recruiting for its ambitious “superintelligence” division.
While Apple has been deliberate in its approach to AI, the company’s leadership now appears to be signalling a more aggressive strategy. With plans to overhaul Siri and invest heavily in the infrastructure needed to support advanced AI features, Apple may soon position itself as a major player in the next wave of technological innovation.
