In a rare companywide townhall held at Apple’s Cupertino campus, CEO Tim Cook emphasized that artificial intelligence is now Apple’s to seize. “Apple must do this. Apple will do this. This is sort of ours to grab,” he declared, reaffirming the company’s renewed AI ambition.
Cook framed AI as a transformational technology “as big or bigger than the internet, smartphones, cloud computing, and apps,” urging the team to act swiftly to avoid being left behind.The Verge
🏗️ Strategic Shift: From Late Entry to AI Weaponization
Historically, Apple has often entered markets late but surged ahead by redefining them—be it with the Mac, iPhone, iPad, or iPod. Cook reiterated, “We’ve rarely been first … but we invented the modern versions.” He applied the same playbook to AI, calling for excellence.
Craig Federighi, Apple’s SVP of Software Engineering, reassured staff that the long-delayed Siri overhaul is underway. He noted that Apple had rejected a hybrid LLM design for failing Apple’s quality benchmarks, and the fully revamped Siri now promises a much larger upgrade set for spring 2026.
💸 Apple Gears Up with Increased Spending and M&A Brace
Cook confirmed that Apple is intensifying AI investment to close the gap with leaders like Google and Microsoft. The company has already acquired seven AI startups in 2025 and remains open to larger mergers—such as a potential Perplexity AI purchase—to accelerate development.
Apple is ramping up R&D too—with about 40% of its 12,000 new hires last year focused on research and development, especially in AI domains. The company is also developing its own AI chip (codename “Baltra”) and building an AI-focused server facility in Houston.
📊 Financial and Competitive Backdrop
- In its Q3 FY2025, Apple posted record revenue of $94 billion, led by iPhone sales and Services growth.
- However, Siri delays and underwhelming AI features have drawn criticism, with analysts warning Apple might be 1–2 years behind competitors in generative AI and innovation momentum.
🧭 Why This All‑Hands Message Matters
- Holding an all‑hands on AI is atypical for Apple and signals the strategic urgency internally.
- Cook’s repeated mantra—“Apple must win in AI”—sets a clear internal mandate and underscores cultural change toward faster execution.
- With major investments in chips, talent, and M&A, Apple is shifting from cautious investor to aggressive contender in AI.
🔚 Final Take
Tim Cook’s message is clear: AI represents Apple’s next great defining era, and the company is all in—financially, culturally, and strategically. After trailing behind early movers, Apple is now pivoting aggressively, urging employees to help ensure Apple wins the AI race.
