Apple is set to significantly expand its investments in artificial intelligence, CEO Tim Cook revealed, underscoring the company’s growing commitment to advancing AI capabilities across its products and services. Speaking in a recent interview, Cook emphasized Apple’s openness to acquiring AI-focused companies as a way to accelerate innovation and strengthen its technological edge. He also addressed broader economic concerns, including the impact of Trump-era tariffs, noting that while trade policies remain a challenge, Apple continues to adapt its global supply chain strategies to maintain efficiency and competitiveness. The comments come as Apple intensifies its efforts to integrate AI more deeply into its ecosystem, from on-device machine learning to enhanced personal assistant features, signaling a pivotal shift in the company’s long-term vision.

Apple is ramping up its AI ambitions, signaling a serious push to catch up in the rapidly evolving artificial intelligence race. During its Q3 2025 earnings call, CEO Tim Cook emphasized that AI is one of the most transformative technologies of our time and is now being embedded across Apple’s devices, platforms, and entire company. He announced a significant increase in investments, including reallocating a “fair number of people” to AI projects and pursuing acquisitions to accelerate progress. Apple has already acquired seven companies this year, with Cook noting a pace of roughly one acquisition every several weeks. While none were large in dollar value, the strategy reflects Apple’s intent to bolster its AI capabilities through strategic buys. Despite criticism over delays and unfulfilled AI promises—such as a revamped, more personalized Siri—Apple maintains it won’t rush flawed features to market. Cook stated the company is “making good progress” on the Siri overhaul, though it remains delayed until 2026. So far, Apple has launched over 20 Apple Intelligence features, including visual intelligence, text cleanup, and writing tools. Upcoming additions include live translation and an AI-powered workout buddy, with the full rollout expected later this year. Apple’s AI push is also driving higher capital expenditures, though the company continues to use a hybrid model relying on third-party manufacturers, preventing exponential spending growth. Despite these investments, Apple delivered strong financial results: $94 billion in revenue, a 10% year-over-year increase, and iPhone sales up 13% to $44.6 billion. Mac revenue rose to $8.1 billion, aided by the new MacBook Air, while services revenue hit an all-time high of $27.4 billion, growing 13%. However, Apple faces external pressures. President Donald Trump’s tariff policies could cost the company up to $1.1 billion in the September quarter if current plans continue. Apple, which manufactures most of its products in China, India, and Vietnam, is responding by launching a manufacturing academy in Detroit and investing over $500 billion in the U.S. over four years. Still, Trump has criticized Apple’s shift to India, urging production back to the U.S. Meanwhile, Apple’s AI strategy remains cautious. Cook declined to speculate on which AI technologies might become commoditized, citing the need to protect its long-term roadmap. He also dismissed claims that AI devices like glasses will replace the iPhone, stating that future AI devices are likely to be complementary, not substitutes. Other tech giants are also making bold moves. Amazon reported $31.4 billion in capital spending in Q3, driven by AI investments, and is expanding its premium Alexa+ service with potential ad integration. Microsoft, meanwhile, achieved a historic milestone by joining Nvidia as the only companies to reach a $4 trillion market cap, fueled by 18% revenue growth and strong cloud performance. Despite record profits, Microsoft recently laid off 9,000 employees, a move CEO Satya Nadella called the “enigma of success.” As Apple prepares to launch the iPhone 17 and iOS 26 this fall—with the new “Liquid Glass” design—its ability to deliver on AI promises while managing costs and geopolitical risks will be critical. The company’s balance between innovation, caution, and long-term vision will shape its future in the AI era.