Apple is signalling a strategic shift towards increased investment in artificial intelligence to better compete with Microsoft and Google. CEO Tim Cook has indicated a willingness to consider acquisitions and increase spending on data centres, moving away from the company's traditionally frugal approach. So far in 2025, Apple has already acquired seven AI companies.
While these acquisitions have been relatively small, Cook stated that Apple is open to larger deals that could accelerate their AI roadmap. This change in strategy comes as competitors make significant investments in AI, with Google planning to spend $85 billion and Microsoft over $100 billion, primarily on data centres. Apple's efforts include improvements to Siri, expected to launch in 2026.
This investment surge could redefine Apple's product lineup, with the company aiming to integrate advanced AI across its ecosystem. Success will depend on seamless innovation, integration and user adoption. By leveraging its device ecosystem, Apple could democratise AI in ways that prioritise security and seamlessness, setting a new standard for the industry.
