Apple has joined the artificial intelligence race later than others. Still, the company remains confident in its future. CEO Tim Cook recently told investors that Apple is now going all-in on AI to close the gap with its competitors.
During Apple’s third-quarter earnings call, Cook said, “We see AI as one of the most profound technologies of our lifetime.” He noted that the company is using AI in its products, platforms, and operations while significantly increasing investment in the space.
“Apple has always been about taking the most advanced technologies and making them easy to use and accessible for everyone, and that’s at the heart of our AI strategy,” he added.
Focused Teams and Reallocated Resources
Cook explained that Apple has shifted more employees to work on AI projects. “We have a great, great team and we’re putting all of our energy behind it,” he said.
This reallocation also reflects in the company’s capital expenditures. Although Apple continues to rely on outside partners for some infrastructure, spending has increased in 2025 to support its AI goals.
Mergers and Acquisitions Supporting AI Push
In a CNBC interview before the earnings call, Apple shared that it completed seven company acquisitions this year. While these deals were not large in size, Cook described them as strategically important. “None was huge,” he said, but added, “we’re making acquisitions at the rate of one every several weeks.”
Delays and Criticism Over Siri
Apple has faced criticism for moving slowly in the AI space. Its plans to relaunch Siri with advanced AI features have been delayed. Reports suggest that even the demo version of the new Siri is not ready yet.
Despite this, Cook defended Apple’s approach. He said, “Rushing out the wrong features or the wrong products just to be first would be a mistake.” Apple insists that reliability matters more than speed, especially when new features might not work properly.
Apple Intelligence” Features Already Live
Apple has already introduced over 20 new AI-powered features under its “Apple Intelligence” brand. These include:
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Visual Intelligence tools
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A Writing Assistant
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A Cleanup tool to remove distractions from photos
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Upcoming tools like Live Translation and an AI Fitness Companion expected later this year
However, the updated Siri with Apple Intelligence is now expected in 2026. Cook said the company is “making good progress” on it.
New Hardware? Cook Sees iPhone Staying Strong
When asked if future tech like Meta’s AI glasses could replace the iPhone, Cook disagreed. He responded, “It’s difficult to see a world where iPhones aren’t living in it.” He believes future AI devices will likely support, not replace, the iPhone.
Although he didn’t reveal which areas of AI Apple considers “commoditised,” Cook said that sharing such details would give away part of the company’s strategy.
As Apple gears up for the future, the iPhone 17 series is expected to launch next month. The much-anticipated iPhone 17 Air could become the thinnest iPhone ever, adding excitement to Apple’s evolving AI story.
