Apple on Thursday signaled that it’s getting extra critical about its plans to catch up within the AI race.
“We see AI as probably the most profound applied sciences of our lifetime. We’re embedding it throughout our units and platforms and throughout the corporate. We’re additionally considerably rising our investments,” CEO Tim Cook dinner mentioned on the Q3 2025 earnings name with buyers. “Apple has at all times been about taking probably the most superior applied sciences and making them simple to make use of and accessible for everybody, and that’s on the coronary heart of our AI technique,” he added.
Cook dinner expanded on these feedback on the decision, noting that Apple was “reallocating a good variety of folks” to deal with AI.
“We have now an awesome, nice staff and we’re placing all of our vitality behind it,” he added.
AI investments are additionally driving elevated CapEx spending, which was up year-to-date, the corporate mentioned. Nevertheless, Apple identified that it nonetheless employed a hybrid mannequin the place it depends on third events to make capital investments, which is why the determine received’t develop exponentially.
Forward of its name, the corporate shared in an interview with CNBC that it’s open to M&A to speed up its roadmap. The corporate informed the outlet that it has already acquired seven corporations this 12 months. None was “large” when it comes to greenback quantity, Cook dinner mentioned.
On the decision, he added that Apple was making acquisitions on the charge of 1 each a number of weeks.
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Apple has been criticized for having been caught off guard by the AI period; it has introduced various AI options that it has, up to now, failed to ship. The corporate was even accused of showing off an improved AI-powered version of Siri that wasn’t near being able to launch.
However Apple has defended itself by saying that it doesn’t must rush — that launching the unsuitable options or the unsuitable merchandise simply to be first could be a mistake. That’s very true if these merchandise don’t work as promised.
Thus far, Apple says it has launched greater than 20 Apple Intelligence options, together with visible intelligence, cleanup, and writing instruments.
Later this 12 months, Apple plans to launch AI options like reside translation and an AI-powered exercise buddy, however the extra personalized Siri’s improvements have been delayed to 2026. On the decision with buyers, Cook dinner mentioned the corporate was “making good progress” on the Siri replace.
He additionally shared his ideas on how AI could affect the iPhone enterprise if new {hardware} have been to emerge. For example, Meta CEO Mark Zuckerberg earlier this week instructed that AI glasses could be the shape issue for interacting with the brand new know-how, and those without them would be left behind.
Cook dinner, naturally, disagreed.
“It’s troublesome to see a world the place iPhone’s not residing in it,” he mentioned. “That doesn’t imply that we aren’t fascinated about different issues, as properly, however I feel that the [AI] units are prone to be complementary units, not substitutions.”
The exec declined to reply a query about which AI applied sciences it believed would in the end be commoditized, saying that may give away a part of its technique.
Apple delivered better-than-expected iPhone gross sales and report income in Q3, which saw its stock pop in after-hours buying and selling.
This text was up to date after preliminary publication with extra particulars from the earnings name.