Apple CEO Tim Cook recently emphasized the importance of artificial intelligence (AI) for the company’s future success during an all-hands meeting. This follows a significant announcement during the earnings call, where he pledged substantial increases in AI investments. In his address to employees, Cook stated that winning in AI is “ours” and that the company must prioritize it.
However, despite launching various AI-powered features under the Apple Intelligence umbrella, Siri’s upgrades have faced delays. Cook acknowledged that Apple has fallen behind its competitors in this area. He referenced Apple’s past innovations, such as the Mac, iPhone, iPad, and iPod, noting that while they may not be first to market, they helped shape modern technology.
Cook’s message emphasizes Apple’s ability to invent new versions of existing products, rather than simply being early adopters. This suggests a focus on innovation and competitiveness in AI, which will be crucial for the company’s long-term success.
Source: https://techcrunch.com/2025/08/02/tim-cook-reportedly-tells-employees-apple-must-win-in-ai