Apple is ramping up its AI game with more investment and internal focus. CEO Tim Cook revealed on Apple’s Q3 2025 earnings call that the company is “embedding AI across our devices and platforms” and reallocating significant staff to speed up AI projects.
Cook said:
“We see AI as one of the most profound technologies of our lifetime. We are embedding it across our devices and platforms and across the company. We are also significantly growing our investments.”
“Apple has always been about taking the most advanced technologies and making them easy to use and accessible for everyone, and that’s at the heart of our AI strategy.”
Apple’s capital expenditures are increasing due to AI investments, though they still rely partly on third-party hardware partners. The company confirmed it has bought seven AI startups in 2025, none of which were massive deals.
Apple has been criticized for trailing behind in AI, with delayed features and shaky demos especially around Siri. Yet Apple insists it won’t rush AI products before they’re ready.
Already, Apple has launched 20+ AI-driven tools like visual intelligence and cleanup features. Upcoming launches later this year include live translation and an AI workout buddy. Siri upgrades are pushed back to 2026.
Cook pushed back on Meta CEO Mark Zuckerberg’s claim that AI glasses will replace phones:
“It’s difficult to see a world where iPhone’s not living in it.”
“That doesn’t mean that we are not thinking about other things, as well, but I think that the [AI] devices are likely to be complementary devices, not substitutions.”
Apple’s strong Q3 iPhone sales and record revenue sent its stock up in after-hours trading.
Apple’s cautious but expanding AI bet is clear: build carefully, invest heavily, and find growth both in hardware and software. The AI race is on—and Apple says it’s getting serious.
