Apple CEO Tim Cook has reassured staff about the company's commitment to AI, stating it's as significant as the internet and smartphones. Cook addressed concerns about Apple's perceived lag in the AI race, reminding employees that Apple has often entered markets later but ultimately dominated, citing examples like the Mac, iPhone, and iPad. He affirmed that Apple is significantly increasing its investment in AI initiatives and is open to acquisitions to accelerate its AI roadmap.
Cook highlighted that Apple is focused on integrating AI to enhance user experience across its ecosystem, pointing to personalised Siri, on-device intelligence and AI-powered photography as examples. Software chief Craig Federighi added that the company's efforts to overhaul the underlying Siri architecture are promising and will deliver a much bigger upgrade than initially envisioned.
While acknowledging the rise of AI-powered wearables, Cook stated it's difficult to see AI replacing the iPhone, emphasising the iPhone's role as a multifaceted tool. He believes AI will instead enhance the iPhone, acting as a hub for AI experiences. Despite increased AI investment, Apple's capital expenditure remains modest compared to competitors.
