Apple CEO Tim Cook conducted a one-hour all-hands meeting, emphasizing the importance of Apple’s success in AI, as reported by Bloomberg’s Mark Gurman. This followed an earnings call where Cook informed investors and analysts that Apple plans to significantly boost its AI investments. He conveyed a similar message to employees, stating, “Apple must do this. Apple will do this. This is sort of ours to grab.”
Despite launching several AI-powered features under the Apple Intelligence umbrella over the past year, the company’s enhancements to its voice assistant Siri have been notably delayed. Cook acknowledged that Apple is trailing behind its competitors.
“We’ve rarely been first,” he reportedly commented. “There was a PC before the Mac; there was a smartphone before the iPhone; there were many tablets before the iPad; there was an MP3 player before iPod.” However, Cook pointed out that this did not prevent Apple from creating the “modern” iterations of these products.