Apple on Thursday signaled that it’s getting extra critical about its plans to catch up within the AI race.
“We see AI as one of the vital profound applied sciences of our lifetime. We’re embedding it throughout our units and platforms and throughout the corporate. We’re additionally considerably rising our investments,” CEO Tim Prepare dinner mentioned on the Q3 2025 earnings name with traders. “Apple has all the time been about taking essentially the most superior applied sciences and making them simple to make use of and accessible for everybody, and that’s on the coronary heart of our AI technique,” he added.
Forward of its name, the corporate shared in an interview with CNBC that it’s open to M&A to speed up its AI plans. The corporate additionally famous that it has already acquired seven corporations this yr. None was “big” when it comes to greenback quantity, Prepare dinner mentioned.
Apple has been criticized for having been caught off guard by the AI period; it has introduced quite a few AI options that it has, to date, didn’t ship. The corporate was even accused of displaying off an improved AI-powered model of Siri that wasn’t near being able to launch.
However Apple has defended itself by saying that it doesn’t must rush — that launching the improper options or the improper merchandise simply to be first could be a mistake. That’s very true if these merchandise don’t work as promised.
Thus far, Apple says it has launched greater than 20 Apple Intelligence options, together with visible intelligence, cleanup, and writing instruments.
Later this yr, Apple plans to launch AI options like stay translation and an AI-powered exercise buddy, however the extra personalised Siri’s enhancements have been delayed to 2026.
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Apple delivered better-than-expected iPhone gross sales and file income in Q3, which noticed its inventory pop in after-hours buying and selling.
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