Tim Cook reportedly tells employees Apple 'must' excel in AI

Tim Cook says Apple must excel in AI to stay competitive.

: In an hourlong meeting, Tim Cook stressed to Apple employees the importance of leading in AI innovation. He reiterated Apple's intention to significantly increase AI investment, previously announced to investors. Cook acknowledged the company's history of not being first to market but excelled in modernizing products. He emphasized Apple's goal to dominate the AI field amidst delays in Siri upgrades and tough competition.

In a recent hourlong all-hands meeting, Apple CEO Tim Cook conveyed a strong message to the company's employees regarding the importance of excelling in artificial intelligence. This meeting followed an earnings call where Cook announced to investors Apple’s plan to significantly escalate AI investments. Acknowledging the competitive landscape, he indicated that Apple must seize AI opportunities, describing it as theirs "to grab," according to Bloomberg's Mark Gurman.

In this meeting, Cook acknowledged the delays in delivering promised AI upgrades to Siri, Apple's voice assistant, highlighting a broader issue where Apple has not always been the first mover. He compared this to historical Apple product launches, noting previous instances where Apple's innovations like the iPhone and iPad redefined their respective markets despite being introduced after other similar products.

Cook’s emphasis on AI reflects Apple's broader strategic pivot towards incorporating AI more deeply across its product line, under the umbrella of Apple Intelligence. The company's recent launches showcase various AI features, but more significant breakthroughs, particularly for Siri, have been anticipated and delayed.

The urgent push for AI advancement suggests that Apple sees it as a critical element in sustaining its market leadership and competitive edge. This approach aligns with the tech giant's heritage of entering markets later but ultimately setting new standards.

Cook's statements underscore a pivotal shift within Apple, ensuring AI is not merely a feature but a central component driving Apple’s future innovations and market strategy. Industry observers note this evolution as crucial given the rapid advancements by competitors in the field of AI.

Sources: Bloomberg, TechCrunch

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