Tim Cook says Apple ‘must’ lead in AI, promises major investment

Tim Cook, the CEO of Apple, has made it clear that the company has to win in artificial intelligence and will be prepared to make the investments required to dominate there. In an all-hands meeting held yesterday at the Cupertino campus, Cook described the AI revolution as profound as the internet, smartphones, and the cloud reported by Bloomberg. He said that Apple does not always get into a market first, but once it does, it tends to be the standard.

The meeting is in response to mounting pressure on Apple to provide powerful AI capabilities, with some of its most important updates, including AI-based Siri, being delayed. Cook was optimistic about the way Apple is going about it, and he affirmed that the latter will give AI everything it has in its future.

Cook also reminded employees about the times when Apple had successfully entered markets late, such as PCs, smartphones, and MP3 players, and managed to define them with its innovations. According to him, the same approach would happen to AI. "Apple has to do this. This is what Apple will do,” said Cook, according to Bloomberg.

Craig Federighi, who heads Apple software, spoke about the delay in the rolloutof the new Siri. He said the first hybrid model that incorporated current Siri features with an LLM system did not pass the quality standards at Apple. Consequently, the group voted to switch completely to a different architecture to make sure its user experience was improved.

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The internal meeting came after Cook had made a remark at an earnings call in which he stated that Apple is willing to undertake acquisitions to accelerate the process of developing AI. In the meantime, Apple has also lost some of its own AI expertise to Meta, which has been aggressively hiring it under its superintelligence division. Nonetheless, Apple is not giving up on its AI dreams, and the company is doubling down on it.