Apple CEO Tim Cook has declared AI a major priority for the company, viewing it as a significant opportunity akin to the internet, smartphones and cloud computing. Cook rallied employees, stating Apple must invest to seize this space.
Despite entering the AI arena later than competitors like OpenAI, Google, and Microsoft, Apple is increasing its AI investment, including potential acquisitions. Apple's strategy focuses on on-device intelligence, ecosystem integration and user trust, utilising its silicon engineering and Neural Engine. The company is also expanding data centre capacity to support AI cloud computing. While enhancements to Siri have been delayed until 2026, Apple has already released over 20 Apple Intelligence features.
This push signifies a shift from Apple's traditionally cautious spending, with the company open to M&A to accelerate its AI roadmap. Apple has made seven AI-related acquisitions in 2025. The company is reallocating staff to focus on AI and is determined to integrate AI across its devices and platforms.
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