Cook makes rare statement: Apple "must win" the AI revolution

At a rare all-hands meeting in early August 2025, Apple CEO Tim Cook explicitly stated, "Apple must win on AI. Apple will do this. This is ours to grab." He emphasized that the AI revolution could be even more disruptive than the internet, smartphones, cloud computing, and apps, and that Apple's future depends on winning this race. He acknowledged that Apple is often not the first to enter new technologies, but ultimately succeeds in defining modern products through innovation. He likened this path to the past launches of the Mac, iPhone, iPad, and iPod.

Apple has announced a "significantly increased investment" in AI, hiring approximately 12,000 new employees over the past year, 40% of whom are in R&D. The company is also open to mergers and acquisitions in the AI field, with seven acquisitions already in the works.

In terms of technology research and development, Johny Srouji is leading the development of a new AI cloud chip codenamed Baltra and has built a new server facility in Houston to support future AI services. Craig Federighi stated that Apple is rebuilding Siri's architecture from the ground up to meet Apple quality standards, and the new AI-assisted Siri is expected to launch around 2026.

Cook also encouraged employees during the meeting to "integrate AI into their daily work" to avoid being left behind. He also previewed the upcoming launch of several innovative products, including a foldable iPhone, a new headset, smart glasses, and a redesigned iPhone (marking its 20th anniversary), calling the product pipeline "incredible," though he did not disclose details.