Tim Cook Teases New AI-Powered Products and Services Coming to Apple

Apple CEO Tim Cook is once again setting expectations without giving too much away.

During an internal all-hands meeting with Apple employees earlier today, Cook hinted that new categories of products and services powered by AI are coming, according to a report from Bloomberg. While no specific products were named, the message was clear: Apple sees artificial intelligence as a foundational shift, not just a feature add-on.

Speaking directly to staff, Cook addressed growing concerns about competitors launching dedicated AI hardware. Rather than dismissing those efforts, he framed AI as an opportunity Apple is uniquely positioned to capitalize on.

“There will be new categories of products and services that are enabled through AI, and we’re extremely excited about that,” Cook said. “We’re excited about the opportunities that it opens for Apple.”

Cook doubled down on Apple’s confidence by emphasizing the company’s long-term advantage in integrating technology meaningfully into people’s lives.

“I truly believe there is no company better positioned to let our customers use AI in profound and meaningful ways than Apple,” he added.

New devices, but on Apple’s timeline

According to Gurman, Cook also acknowledged that future devices will take advantage of AI, suggesting hardware is very much part of Apple’s broader AI strategy. That said, some of these product categories may still be years away from fully materializing.

Still, a few near-term possibilities are already being discussed in Apple rumor circles.

Related: Apple to Unveil First Google Gemini Powered Siri Features in iOS 26.4

One of the most anticipated is Apple Glasses, which Bloomberg has previously reported could be unveiled as early as this year, with a consumer launch following later by the end of 2026. These glasses are expected to lean heavily on AI for contextual awareness, visual assistance, and real-time information.

On the services side, Apple is reportedly working on a new Apple Health+ service, expected to debut with iOS 27. AI is said to be at the core of that experience, potentially offering personalized health insights, coaching, and long-term wellness tracking.

A familiar Apple approach to AI

What’s notable about Cook’s comments is how closely they align with Apple’s usual playbook. Rather than rushing out standalone AI devices or flashy demos, Apple appears focused on embedding AI deeply across its ecosystem, from hardware to software to services.

If Apple’s AI future looks quieter than some rivals today, Cook’s message suggests that’s by design. The company is betting that when its AI-powered products do arrive, they’ll feel less experimental and more essential.