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:
“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.