Apple CEO Tim Cook has reportedly rallied his employees, stressing the company’s imperative to achieve dominance in the artificial intelligence (AI) sector. During an hour-long all-hands meeting, Cook communicated a strong message that “Apple must do this. Apple will do this. This is sort of ours to grab,” according to insights shared by Bloomberg’s Mark Gurman.
This internal address follows closely on the heels of Apple’s recent earnings call, where Cook informed investors and analysts that the company intends to “significantly” boost its investments in AI technologies. The sentiment shared internally appears to mirror this outward commitment, signaling a unified focus on AI advancement across the organization.
Despite Apple’s recent rollout of various AI-enhanced features under the banner of “Apple Intelligence” over the past year, the company has faced notable challenges. Specifically, promised upgrades to its renowned voice assistant, Siri, have encountered significant delays, indicating areas where Apple acknowledges it has lagged behind its competitors.
Cook reportedly addressed this competitive landscape directly, acknowledging Apple’s history of not always being the first entrant in new technological categories. He referenced precedents such as the personal computer predating the Mac, the smartphone preceding the iPhone, numerous tablets before the iPad, and MP3 players existing before the iPod.
However, Cook framed these historical points not as setbacks, but as opportunities where Apple later redefined product categories with its own innovative “modern” versions. This perspective suggests a strategic approach to AI, aiming to lead through refinement and superior user experience rather than solely first-mover advantage.
