Tim Cook Rallies Apple for Cautious but Committed AI Race
While other major technology companies have rapidly deployed artificial intelligence tools, Apple has adopted a more measured approach. Its flagship AI features, dubbed Apple Intelligence and previewed at WWDC, are not expected to reach most users until at least 2025, possibly even 2026. This slower rollout has led some observers to suggest Apple is falling behind in the AI race. However, the company’s historical strategy indicates a preference for launching products only when they are deemed fully ready.
In contrast, competitors such as Microsoft, OpenAI, and Google have already integrated AI features widely into their offerings. These early implementations have often been accompanied by bugs, inconsistent results, and questions about their overall usefulness. Apple appears to be observing from the sidelines, waiting for the technology to mature. Instead of saturating its iOS ecosystem with potentially half-baked tools, it is exercising restraint. This cautious strategy could prove advantageous if users grow frustrated with AI solutions that frequently overpromise and underdeliver. Apple has successfully employed this tactic before, entering markets like smartwatches and tablets later than rivals but with more refined and robust products. Given its integrated control over hardware, software, and its app store, Apple possesses the unique flexibility to bide its time. Should current AI tools fail to significantly improve, Apple’s deliberate rollout might be seen not as hesitation, but as shrewd strategic planning.
This measured pace does not imply inactivity. Behind the scenes, Apple is significantly increasing its investment, hiring, and internal coordination to prepare for a profound shift driven by AI. This intensified focus was evident during a recent all-hands meeting at Apple’s Cupertino headquarters, where CEO Tim Cook galvanized employees and articulated the company’s AI ambitions.
According to Bloomberg, Cook addressed employees directly about Apple’s commitment to artificial intelligence, emphasizing that the company must “win in AI” and that “now is the time to make that happen.” He characterized AI as a “once-in-a-generation shift,” likening its transformative potential to that of the internet, smartphones, and cloud computing. Cook reportedly assured staff that Apple would commit whatever resources are necessary to compete effectively.
Acknowledging Apple’s later entry into the mainstream AI discussion compared to companies like OpenAI, Google, and Microsoft, Cook drew parallels to Apple’s past successes. He reminded employees that Apple often arrives late to new technology categories, only to redefine them: “There was a PC before the Mac; there was a smartphone before the iPhone… There were many tablets before the iPad.” Apple, he noted, did not invent these categories but perfected them.
A significant portion of Apple’s current AI development centers on Siri, its voice assistant. While an initial major overhaul for Siri, integrating large language model capabilities, was planned as part of Apple Intelligence, its rollout faced delays. This led to internal restructuring and a comprehensive re-evaluation of the entire system. Craig Federighi, Apple’s software chief, explained that attempts to merge old and new versions of Siri proved ineffective. A hybrid approach, aiming to retain the original system for basic tasks while adding generative AI for complex requests, failed to meet Apple’s stringent quality standards.
Consequently, the Siri team is now rebuilding the assistant from the ground up, with a completely new version anticipated as early as spring 2026. Federighi expressed optimism, stating that the progress so far has been robust and could lead to more significant improvements than initially envisioned. He underscored the project’s importance, noting, “There is no project people are taking more seriously.” Mike Rockwell, the executive who spearheaded the development of the Apple Vision Pro headset, is now a key figure in this new direction, leading Siri’s redesign with his software team, a move Federighi described as “supercharging” the effort with new focus.
Apple is also rapidly expanding its AI workforce. Cook revealed that the company hired 12,000 people in the past year, with 40% of those joining research and development, many specifically in AI roles. Hardware development is also a critical component of this push. Apple is designing new chips optimized for AI, including a more powerful server chip internally code-named “Baltra.” To support future projects, the company is establishing an AI server farm in Houston.
Beyond Siri, Apple is reportedly developing another significant AI tool. According to Bloomberg’s Mark Gurman, Apple has formed a team called “Answers, Knowledge, and Information” (AKI). This group’s mandate is to create a search experience more akin to ChatGPT, providing direct answers rather than merely displaying links. The AKI team is led by Robby Walker, who reports to AI chief John Giannandrea, and Apple has already begun recruiting engineers for the group. While specifics remain limited, the project is believed to encompass backend systems, advanced search algorithms, and potentially a standalone application.
Cook has also encouraged employees to integrate AI more actively into their daily work processes. “All of us are using AI in a significant way already, and we must use it as a company as well,” he stated, urging staff to bring AI-driven ideas to their managers and accelerate the incorporation of AI tools into products. This sense of urgency was echoed during Apple’s recent earnings call, where Cook announced that Apple would “significantly” increase its spending on AI, following strong quarterly results with nearly 10% growth in the June quarter.
Despite this positive momentum, Apple faces ongoing challenges. The company anticipates a $1.1 billion impact from tariffs this quarter and continues to navigate antitrust pressures in the US and Europe, where regulators are scrutinizing its App Store operations and data handling practices. Cook addressed these regulatory concerns at the staff meeting, emphasizing Apple’s commitment to pushing for regulations that protect user privacy and experience, rather than those that “destroy” them.
Beyond AI, Cook also discussed Apple’s retail strategy, highlighting plans to open new stores in emerging markets, including India, the United Arab Emirates, and China, with a store in Saudi Arabia also in the pipeline. The company is also increasing its focus on its online store. Cook stressed the importance of expanding Apple’s global footprint, noting that most of its future growth is expected to originate from new markets.
While no specific product details were disclosed, Cook conveyed immense enthusiasm for Apple’s future pipeline. “I have never felt so much excitement and so much energy before as right now,” he remarked. Reports suggest Apple is developing several new devices, including a foldable iPhone, new smart glasses, updated home devices, and robotics. A major iPhone redesign is also rumored for its 20th anniversary next year. Cook hinted at significant upcoming announcements, stating, “The product pipeline, which I can’t talk about: It’s amazing, guys. It’s amazing. Some of it you’ll see soon, some of it will come later, but there’s a lot to see.”
Apple’s cautious entry into the AI landscape may have appeared slow, but internally, the company seems confident that its deliberate, quality-focused approach will ultimately yield superior results. Cook’s message to employees is clear: Apple aims to define what truly useful and responsible AI looks like, and the entire company is mobilizing to achieve this vision.