Apple is finally putting its full weight behind artificial intelligence. On its Q3 2025 earnings call, CEO Tim Cook made it clear that AI is becoming central to the company’s future.
“We see AI as one of the most profound technologies of our lifetime,” Cook said. “We are embedding it across our devices and platforms and across the company. We are also significantly growing our investments.”
Cook emphasized that Apple’s approach remains rooted in its traditional strength—making cutting-edge technologies simple and accessible for users.
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Shifting Talent and Resources to AI
Cook went on to highlight how Apple is reshaping its internal workforce to focus more on AI initiatives.
“We’re reallocating a fair number of people to focus on AI,” he noted. “We have a great, great team and we’re putting all of our energy behind it.”
This shift reflects Apple’s urgency in catching up with competitors who have already made substantial AI advancements.
CapEx on the Rise, but Still Hybrid
AI development is driving up Apple’s capital expenditures, with the company confirming increased spending year-to-date. However, Cook noted Apple continues to use a hybrid model—leaning on third-party partners for infrastructure investment—so overall CapEx growth won’t be exponential.
Acquisitions Fueling the AI Roadmap
To accelerate its progress, Apple is staying open to mergers and acquisitions. In an interview with CNBC, the company revealed it had acquired seven companies in 2025 alone, though none were major deals in dollar terms.
“We’re making acquisitions at the rate of one every several weeks,” Cook said.
Apple Defends Its AI Strategy Against Critics
Apple has faced criticism for being late to the AI race. The company previously unveiled several AI-powered features that have yet to materialize—most notably, a revamped Siri experience.
Critics say Apple was caught off guard by the AI boom, but the company stands by its methodical approach.
“Launching the wrong features or the wrong products just to be first would be a mistake,” Apple said.
Over 20 AI Features Already Launched
Despite the skepticism, Apple says it has already rolled out more than 20 ‘Apple Intelligence’ features, including:
- Visual intelligence tools
- Cleanup tools
- Writing assistance features
More updates are on the way. This fall, users can expect new features like live translation and an AI-powered workout companion. However, the upgraded Siri—designed to offer more personalization—has been delayed to 2026.
“We’re making good progress on the Siri update,” Cook assured investors.
AI Hardware? iPhone Isn’t Going Anywhere
When asked about potential new AI-driven hardware—such as smart glasses, which Meta CEO Mark Zuckerberg has promoted—Cook remained firm in his support of the iPhone.
“It’s difficult to see a world where iPhone’s not living in it,” he said. “AI devices are likely to be complementary, not substitutions.”
He declined to comment on which AI technologies Apple views as likely to become commoditized, suggesting that revealing such details would give away strategic information.
Strong Earnings Back AI Bet
Apple closed its Q3 with better-than-expected iPhone sales and record-breaking revenue, boosting its stock in after-hours trading. As the company continues to evolve its AI strategy, it’s doing so from a position of financial strength.
Source ( Techcrunch )
