Apple CEO Tim Cook conducted a one-hour all-hands session where he told staff that the company must secure victory in artificial intelligence, according to Bloomberg’s Mark Gurman.
The gathering followed an earnings report where Cook assured investors and analysts that Apple would “substantially” raise its AI spending. Reports suggest he echoed the same sentiment to employees, saying, “Apple has to achieve this. Apple will achieve this. This opportunity is ours to claim.”
Although Apple introduced multiple AI-driven tools over the past year through its Apple Intelligence initiative, the highly anticipated improvements to Siri remain stalled. Cook appeared to concede that Apple has trailed some competitors.
“We have seldom been the first,” he allegedly noted. “Personal computers existed before the Mac; smartphones before the iPhone; several tablets came before the iPad; and MP3 players were out before the iPod.” Still, he argued that never prevented Apple from redefining those products into their “modern” forms.
