Apple on Thursday signaled that it’s getting extra severe about its plans to catch up within the AI race.
“We see AI as some of the profound applied sciences of our lifetime. We’re embedding it throughout our gadgets and platforms and throughout the corporate. We’re additionally considerably rising our investments,” CEO Tim Cook dinner mentioned on the Q3 2025 earnings name with buyers. “Apple has all the time been about taking essentially the most superior applied sciences and making them straightforward to make use of and accessible for everybody, and that’s on the coronary heart of our AI technique,” he added.
Cook dinner expanded on these feedback on the decision, noting that Apple was “reallocating a good variety of individuals” to give attention to AI.
“We have now an awesome, nice staff and we’re placing all of our power behind it,” he added.
AI investments are additionally driving elevated CapEx spending, which was up year-to-date, the corporate mentioned. Nevertheless, Apple identified that it nonetheless employed a hybrid mannequin the place it depends on third events to make capital investments, which is why the determine gained’t develop exponentially.
Forward of its name, the corporate shared in an interview with CNBC that it’s open to M&A to speed up its roadmap. The corporate instructed the outlet that it has already acquired seven firms this yr. None was “big” by way of greenback quantity, Cook dinner mentioned.
On the decision, he added that Apple was making acquisitions on the charge of 1 each a number of weeks.
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Apple has been criticized for having been caught off guard by the AI period; it has introduced a variety of AI options that it has, thus far, did not 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 unsuitable options or the unsuitable merchandise simply to be first can be a mistake. That’s very true if these merchandise don’t work as promised.
To this point, 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 customized Siri’s enhancements have been delayed to 2026. On the decision with buyers, Cook dinner mentioned the corporate was “making good progress” on the Siri replace.
He additionally shared his ideas on how AI might impression the iPhone enterprise if new {hardware} had been to emerge. As an example, Meta CEO Mark Zuckerberg earlier this week recommended that AI glasses can be the shape issue for interacting with the brand new know-how, and people with out them can be left behind.
Cook dinner, naturally, disagreed.
“It’s troublesome to see a world the place iPhone’s not dwelling in it,” he mentioned. “That doesn’t imply that we’re not fascinated by different issues, as properly, however I believe that the [AI] gadgets are prone to be complementary gadgets, not substitutions.”
The exec declined to reply a query about which AI applied sciences it believed would in the end be commoditized, saying that may give away a part of its technique.
Apple delivered better-than-expected iPhone gross sales and report income in Q3, which noticed its inventory pop in after-hours buying and selling.
This text was up to date after preliminary publication with extra particulars from the earnings name.
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