In an all-hands meeting held on Friday, Apple CEO Tim Cook highlighted the significant potential of artificial intelligence (AI) and outlined the company’s strategic vision for its development. This rare address to employees, reported by Bloomberg, comes amidst criticism of Apple’s slow rollout of AI features, including a delayed upgrade to Siri that was initially slated for release earlier this year.
According to the Bloomberg report, Cook convened staff in Cupertino, California, conveying that the current AI evolution is comparable to or even surpasses the impact of the internet, smartphones, cloud computing, and applications. “Apple must do this. Apple will do this. This is sort of ours to grab,” Cook said, emphasizing the company’s commitment to investing in AI innovation.
“We will make the investment to do it,” Cook stressed, underscoring a proactive approach to navigating AI challenges.
Cook remarked on Apple’s history, noting that the company has “rarely been first” in technology categories such as personal computers and smartphones. However, he asserted that Apple eventually leads the way in creating “modern” iterations of these technologies. “This is how I feel about AI,” he stated.
Craig Federighi, Apple’s software chief, also shared insights during the meeting regarding the delay of the Siri upgrade. He explained that the company had initially planned a “hybrid architecture” for Siri, where one system would manage existing functions while another would leverage large language models (LLMs). However, he noted that this strategy did not align with Apple’s quality standards, prompting a shift to a new architecture.
Cook’s comments on AI came shortly before an earnings call in which he indicated that Apple is open to acquisitions to expedite its growth strategy in the AI sector. The company has recently faced challenges in retaining AI talent, as competitors like Meta ramp up their hiring efforts for AI initiatives.
