Apple CEO Tim Cook recently held an hourlong all-hands meeting with employees, emphasizing the company’s need to succeed in AI. According to Bloomberg’s Mark Gurman, Cook delivered a strong message about Apple’s commitment to artificial intelligence.
The meeting followed an earnings call where Cook assured investors and analysts that Apple would “significantly” boost its AI investments. He echoed this sentiment to employees, reportedly stating, “Apple must do this. Apple will do this. This is sort of ours to grab.”
Despite introducing several AI-powered features under the Apple Intelligence brand over the past year, the company has faced delays in upgrading its voice assistant, Siri. Cook appeared to acknowledge that Apple has lagged behind competitors in this space.
“We’ve rarely been first,” he reportedly said. “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.” However, Cook highlighted that Apple has historically redefined these products by creating their “modern” versions.