Tim Cook Allegedly Instructs Employees That Apple Needs To Succeed In AI

SUN VALLEY, IDAHO - JULY 08: Apple CEO Tim Cook arrives at the Sun Valley lodge for the Allen & Company Sun Valley Conference on July 8, 2025 in Sun Valley, Idaho. Every year, some of the world's wealthiest and most powerful figures from the media, finance, technology, and political spheres converge at the Sun Valley Resort for the exclusive week-long conference hosted by boutique investment bank Allen & Co. (Photo by Kevin Dietsch/Getty Images) SUN VALLEY, IDAHO - JULY 08: Apple CEO Tim Cook arrives at the Sun Valley lodge for the Allen & Company Sun Valley Conference on July 8, 2025 in Sun Valley, Idaho. Every year, some of the world's wealthiest and most powerful figures from the media, finance, technology, and political spheres converge at the Sun Valley Resort for the exclusive week-long conference hosted by boutique investment bank Allen & Co. (Photo by Kevin Dietsch/Getty Images)

Apple CEO Tim Cook held a 60-minute all-hands with staff, pushing a hard message: Apple needs to win in AI.

The meeting followed Cook’s earnings call, where he told investors Apple will “significantly” boost AI investments. Now the same directive hit employees.

Cook reportedly said:

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“Apple must do this. Apple will do this. This is sort of ours to grab.”

Apple has launched several AI features under its Apple Intelligence banner. But promised Siri upgrades are seriously delayed. Cook seemed to admit Apple is behind.

He told employees:

“We’ve rarely been first. There was a PC before the Mac; there was a smartphone before the iPhone; there were many tablets before the iPad; there was an MP3 player before iPod.”

Cook framed it as Apple inventing the “modern” version of these products despite not being first.

Expect Apple to double down on AI moves after this push. The company is aiming to catch up and lead – but the clock is ticking.

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