Apple CEO Tim Cook recently held a rare all-hands meeting to address growing concerns over the company’s AI delays. His message was clear: “Apple must do this. Apple will do this. This is sort of ours to grab.”.
The internal meeting followed Apple’s recent earnings call, during which Cook acknowledged the company is lagging in AI. Although Apple introduced Apple Intelligence last year, significant updates—particularly for Siri—have been delayed, causing frustration among both employees and investors.
Why the Urgency?
Apple is under immense pressure. Competitors like OpenAI, Google, and Microsoft have raced ahead with AI-powered assistants and cloud-based models. Meanwhile, Apple’s Siri overhaul—promised to integrate advanced large language models (LLMs)—has been delayed due to technical hurdles.
Cook, however, remains confident. He reminded employees that Apple has historically entered markets late but redefined them:
“We’ve rarely been first. There was a PC before the Mac; a smartphone before the iPhone; many tablets before the iPad. But we built the modern versions.”.
His point? Being first doesn’t guarantee success—execution does.
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Apple’s AI Strategy:
To accelerate progress, Apple is:
- Increasing R&D spending, with 40% of recent hires focused on AI.
- Exploring acquisitions, including talks with AI startups like Perplexity and Mistral.
- Developing in-house chips (codenamed Baltra) for AI cloud computing.
Siri’s Overhaul:
One of Apple’s biggest challenges is Siri. Initially, Apple planned a hybrid system combining old and new AI architectures. But Craig Federighi, Apple’s software chief, admitted: “We didn’t meet the quality bar.” Now, the company is rebuilding Siri from scratch, targeting a 2026 release.
Employee Morale & Competition
Meta’s aggressive poaching of Apple AI engineers has hurt morale. Cook’s rallying cry was also about retaining talent, emphasizing that Apple’s AI future is worth staying for.
What’s Next for Apple AI?
Despite delays, Cook’s optimism suggests big moves ahead:
- AI-powered iPhones with deeper personalization.
- Expanded cloud AI infrastructure to rival OpenAI and Google.
- Potential partnerships with third-party AI firms.
Apple may be late to AI, but Cook’s message is clear: The company is “all in.”
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