Apple on Thursday signaled that it\u2019s getting more serious about its plans to catch up in the AI race. <\/p>\n
\u201cWe 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,\u201d CEO Tim Cook said on the Q3 2025 earnings call with investors. \u201cApple has always been about taking the most advanced technologies and making them easy to use and accessible for everyone, and that\u2019s at the heart of our AI strategy,\u201d he added.<\/p>\n
Cook expanded on those comments on the call, noting that Apple was \u201creallocating a fair number of people\u201d to focus on AI. <\/p>\n
\u201cWe have a great, great team and we\u2019re putting all of our energy behind it,\u201d he added.<\/p>\n
AI investments are also driving increased CapEx spending, which was up year-to-date, the company said. However, Apple pointed out that it still employed a hybrid model where it relies on third parties to make capital investments, which is why the figure won\u2019t grow exponentially. <\/p>\n
Ahead of its call, the company shared in an interview with CNBC<\/a> that it\u2019s open to M&A to accelerate its roadmap. The company told the outlet that it has already acquired seven companies this year. None was \u201chuge\u201d in terms of dollar amount, Cook said.<\/p>\n On the call, he added that Apple was making acquisitions at the rate of one every several weeks.<\/p>\n Techcrunch event<\/p>\n \n\t\t\t\t\t\t\t\t\tSan Francisco Apple has been criticized<\/a> for having been caught off guard by the AI era; it has announced a number of AI features that it has, so far, failed<\/a> to ship. The company was even accused of showing off an improved AI-powered version of Siri<\/a> that wasn\u2019t close to being ready to launch.<\/p>\n But Apple has defended itself<\/a> by saying that it doesn\u2019t need to rush \u2014 that launching the wrong features or the wrong products just to be first would be a mistake. That\u2019s especially true if those products don\u2019t work as promised.<\/p>\n So far, Apple says it has launched more than 20 Apple Intelligence features, including visual intelligence, cleanup, and writing tools. <\/p>\n Later this year, Apple plans to launch AI features like live translation and an AI-powered workout buddy, but the more personalized Siri\u2019s improvements have been delayed<\/a> to 2026. On the call with investors, Cook said the company was \u201cmaking good progress\u201d on the Siri update. <\/p>\n He also shared his thoughts on how AI may impact the iPhone business if new hardware were to emerge. For instance, Meta CEO Mark Zuckerberg earlier this week suggested that AI glasses would be the form factor for interacting with the new technology, and those without them would be left behind<\/a>. <\/p>\n Cook, naturally, disagreed. <\/p>\n \u201cIt\u2019s difficult to see a world where iPhone\u2019s not living in it,\u201d he said. \u201cThat doesn\u2019t mean that we are not thinking about other things, as well, but I think that the [AI] devices are likely to be complementary devices, not substitutions.\u201d <\/p>\n The exec declined to answer a question about which AI technologies it believed would ultimately be commoditized, saying that would give away part of its strategy.<\/p>\n
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\n\t\t\t\t\t\t\t\t\t\t\t\t\tOctober 27-29, 2025\n\t\t\t\t\t\t\t<\/p>\n