In a rare all-hands meeting at Apple Park, Tim Cook addressed Apple’s AI challenges and promised bold investment, declaring AI as big as the iPhone revolution. Here’s what was said.
Tim Cook Rallies Apple Team After AI Delays and Talent Defections
Apple CEO Tim Cook convened a rare all-hands meeting at the Steve Jobs Theater this week, addressing growing concerns over the company’s position in the rapidly evolving world of artificial intelligence. The move followed Apple’s recent earnings call, which brought investor scrutiny over the company’s slower rollout of AI features compared to rivals like Google and Meta.
Speaking to a packed room of employees, Cook emphasized that Apple sees AI as a transformative moment on par with the internet, the iPhone, and cloud computing. “Apple must do this. Apple will do this. This is sort of ours to grab,” he declared, according to Bloomberg’s Mark Gurman.
AI at Apple: Delayed, But Not Derailed
Cook’s speech comes amid internal discontent and leadership shakeups across Apple’s AI and Siri divisions. Teams have reportedly struggled with shifting strategies, lack of clarity, and a surprising pivot toward external AI partnerships. Apple’s collaboration with OpenAI and Anthropic left internal teams blindsided, particularly the Siri division, which had been developing its own AI improvements.
Craig Federighi, Apple’s SVP of Software Engineering, addressed this during the meeting, noting that an initial hybrid model combining Siri’s traditional command structure with generative AI had to be scrapped. “We realized that approach wasn’t going to get us to Apple quality,” he explained.
Apple’s Late-Mover Strategy: A Familiar Pattern
Cook reminded employees that Apple has never been the first mover, but has often been the company to redefine the category. “There was a PC before the Mac; there was a smartphone before the iPhone… this is how I feel about AI,” Cook said, reaffirming Apple’s strategy of entering late, but with refined, user-centric products.
Apple is reportedly exploring strategic acquisitions, including discussions about AI search startup Perplexity, to bolster its future capabilities. Internally, this signals a shift from in-house-only development to a more agile, hybrid innovation model.
The Message: Apple’s AI Vision Is Just Getting Started
Cook’s company-wide address marks a decisive moment for Apple’s AI ambitions. The tone was both urgent and optimistic. A clear signal that Apple is serious about regaining ground in the AI space and retaining top talent as competitors make aggressive plays.
With advanced Apple Intelligence features slated for release this fall in iOS 26, macOS 26, and other platforms, the company now seems determined to turn its AI narrative around. Personalized Siri features though, will still take time and roll out in 2026 as confirmed by Cook.
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