According to Mark Gurman of Bloomberg, Apple CEO Tim Cook held an hour-long all-hand meeting and told employees they needed to win with AI.
The meeting came after a revenue call that Cook told investors and analysts that Apple would “significantly” increase AI investments. He apparently had a similar message to Apple employees, saying, “Apple has to do this. Apple has to do this. This is ours.”
Despite launching various AI-powered features under the umbrella of Apple Intelligence over the past year, the company’s upgrade to voice assistant Siri has been significantly delayed. Cook appears to acknowledge that the company is behind its competitors.
“We were rarely the first,” he reportedly. “I had a PC in front of my Mac. I had a smartphone in front of my iPhone. I had a lot of tablets in front of my iPad. I had an MP3 player in front of my iPod.” But, in his story, that didn’t stop Apple from inventing “modern” versions of those products.
