Tim Cook Says Apple ‘must’ Figure Out Ai And ‘will Make The Investment To Do It’

Apple CEO Tim Cook boasted astir nan imaginable of AI and nan company’s attack to processing it successful a uncommon all-hands coming that was reported connected by Bloomberg. Apple has been slow to rotation retired immoderate of its AI features and has stumbled pinch a planned AI-powered upgrade to Siri, which it delayed earlier this year.

According to Bloomberg:

The executive gathered unit astatine Apple’s on-campus auditorium Friday successful Cupertino, California, telling them that nan AI gyration is “as large aliases bigger” arsenic nan internet, smartphones, unreality computing and apps. “Apple must do this. Apple will do this. This is benignant of ours to grab,” Cook told employees, according to group alert of nan meeting. “We will make nan finance to do it.”

Cook besides apparently pointed to really nan institution has “rarely been first” successful categories for illustration individual computers, smartphones, tablets, and MP3 players but that Apple yet made nan “modern” versions of those. “This is really I consciousness astir AI,” Cook said, Bloomberg reports.

Software main Craig Federighi besides spoke, discussing nan Siri hold and really nan institution primitively wanted to build it pinch a “hybrid architecture.” Under that plan, 1 strategy would return attraction of things Siri tin now, and nan different would beryllium powered by LLMs, but “we realized that attack wasn’t going to get america to Apple quality,” he said. The caller scheme is to move everything to a caller architecture.

The all-hands follows Cook’s comments up of an net telephone yesterday wherever he said that nan institution is “open to” acquisitions to accelerate its roadmap. Apple has besides mislaid immoderate of its AI talent arsenic portion of Meta’s “superintelligence” hiring spree.