Tim Cook says Apple must embrace AI and will make the necessary investments, emphasizing the company’s commitment to catching up despite delays and talent losses

Apple CEO Tim Cook has publicly emphasized that the company “must” embrace artificial intelligence and affirmed that Apple will make the necessary investments to succeed in the space. His remarks came during a rare all-hands meeting, as reported by Bloomberg, where Cook expressed confidence in Apple’s ability to deliver high-quality AI experiences despite being behind some competitors in initial rollout. Cook highlighted Apple’s history of not being first in major product categories—such as personal computers, smartphones, tablets, and MP3 players—but noted that the company eventually defined the modern versions of those categories. He applied that same mindset to AI, suggesting that Apple’s focus is on creating a superior, integrated experience rather than rushing to launch. Software chief Craig Federighi also addressed the recent delays to Apple’s AI-powered Siri upgrade. He explained that the original plan was to use a “hybrid architecture,” where traditional systems would handle existing Siri functions while large language models (LLMs) would power new capabilities. However, the team concluded that this approach wouldn’t meet Apple’s standards for quality, privacy, and performance. As a result, Apple is now shifting to a fully new architecture that will unify all Siri functionality under a single, advanced system. The all-hands meeting comes on the heels of Cook’s comments during Apple’s recent earnings call, where he said the company remains “open to” acquisitions as a way to accelerate its AI progress. Apple has also faced challenges in retaining top AI talent, with some key employees leaving for Meta’s “superintelligence” initiative, which has been aggressively recruiting from major tech firms. Despite the delays and competitive pressure, Cook and Apple leadership are signaling a clear commitment to AI—prioritizing quality, user privacy, and seamless integration over speed. The company’s strategy appears to be one of deliberate, high-stakes development, aiming to enter the AI era not just with features, but with a redefined experience.