Apple has announced plans to significantly boost its investment in artificial intelligence (AI), aiming to embed the technology deeply into its products and services.
During the Q3 2025 earnings call, CEO Tim Cook described AI as “one of the most profound technologies of our time,” stating that Apple is integrating it across devices and platforms while shifting key talent and resources toward AI development to enhance user experience.
“We have an outstanding team focused on making AI useful and accessible to everyone,” Cook said, underlining the company’s long-term commitment.
Apple’s increased focus on AI is also reflected in rising capital expenditures, though some investment limitations remain due to reliance on third-party partners, as noted by TechCrunch.
Cook revealed Apple has acquired seven companies in 2025 to accelerate AI innovation. Though these deals weren’t high-cost, they demonstrate Apple’s steady push into the AI space.
Addressing criticism about Apple trailing in AI advancements—such as delays in enhancing Siri—Cook emphasized Apple prioritizes quality over speed. “It’s not about being first, it’s about getting it right,” he said.
Apple has already launched over 20 AI-powered features, including visual recognition tools and writing assistance, with more to come later this year. Future releases will feature live translation and an AI-based fitness assistant, while an upgraded Siri is expected in 2026.
When asked about AI possibly replacing smartphones, as Meta CEO Mark Zuckerberg suggested, Cook disagreed. He said the iPhone would remain central to AI interaction, though wearable AI devices may complement it.
Apple closed Q3 with stronger-than-expected earnings, led by robust iPhone sales and record revenue, driving a rise in the company’s share price in after-hours trading.
Read more: Apple’s iCloud Services Suffer Global Outage, Restored After Hours
