Apple has officially arrived late to the artificial intelligence (AI) scene. Still, the company remains confident in its products. CEO Tim Cook recently told investors that Apple is now fully committed to developing next-generation AI technologies.

Cook: AI Is a Major Focus for Apple

Speaking during the company’s third-quarter earnings call, Tim Cook called AI a transformative technology. He confirmed that Apple is now shifting both resources and staff toward building AI capabilities.

“We see AI as one of the most profound technologies of our lifetime. We are embedding it across our devices and platforms and across the company. We are also significantly growing our investments,” Cook said.

He added, “Apple has always been about taking the most advanced technologies and making them easy to use and accessible for everyone, and that’s at the heart of our AI strategy.”

Apple Reassigns More People to AI Projects

Cook revealed that Apple has started moving more of its workforce to focus on AI. “We have a great, great team and we’re putting all of our energy behind it,” he said.

Apple's growing interest in AI is also visible in its spending patterns. Capital expenditure is higher this year, although the company still relies on external partners for some infrastructure. This helps limit how much the overall CapEx rises.

Apple Is Acquiring Small AI-Focused Firms

In an interview with CNBC before the earnings release, Cook explained that mergers and acquisitions are part of Apple's AI plan. So far in 2025, the company has completed seven small but strategic acquisitions.

“None was huge,” Cook said. He added during the call, “We are making acquisitions at the rate of one every several weeks.”

Criticism for Being Too Slow in the AI Race

Apple has faced criticism for not responding quickly to the AI boom. For example, its major AI-powered Siri update has missed its launch deadline. Some reports even claimed that the demo version wasn’t ready.

Still, Cook defended Apple’s cautious approach. “Rushing out the wrong features or the wrong products just to be first would be a mistake,” the company has stated. “That’s especially true if those products don’t work as promised.”

Apple Intelligence Brings 20+ New Features

Despite some delays, Apple has introduced over 20 new AI-powered tools under its “Apple Intelligence” brand. These include:

• Visual Intelligence tools

• A Writing Assistant

• A Cleanup tool

Later this year, Apple plans to roll out more features like live translation and an AI-powered workout assistant. However, the upgraded Siri has been postponed to 2026. Cook assured that Apple is “making good progress” on it.

iPhone to Stay Relevant Despite New Devices

During the call, Cook was asked if new gadgets like Meta’s AI glasses might reduce the iPhone’s importance.

“It’s difficult to see a world where iPhones aren’t living in it,” he responded. He clarified that Apple is thinking about new products too but sees these AI devices as additions rather than replacements.

Cook Keeps Key AI Plans Secret

When asked which AI areas Apple considers commoditised, Cook chose not to answer. “That would give away part of our strategy,” he said. Though Apple hasn’t revealed its full AI future, people are excited about what’s next. One of the most anticipated products is the rumored iPhone 17 Air, expected to be the thinnest iPhone yet. The new iPhone 17 series could launch as soon as next month.