Apple has announced its intention to significantly ramp up its investments in artificial intelligence (AI) as part of a wider effort to integrate the technology across its platforms.
“We see AI as one of the most profound technologies of our lifetime,” CEO Tim Cook remarked during the Q3 2025 earnings call with investors.
“We are embedding it across our devices and platforms and making substantial investments in it,” he added, emphasising that AI will remain central to Apple’s approach.
Cook further explained that the company is shifting resources, reallocating key talent to focus on AI development, with the goal of enhancing the user experience.
“We have a fantastic team, and we’re dedicating our energy to making AI accessible and useful for everyone,” he said.
The AI push is reflected in Apple’s increasing capital expenditures (CapEx) this year, although the company pointed out that it still depends on third-party partners for some capital investments, which limits significant exponential growth in that area, as reported by Tech Crunch.
In a separate interview with CNBC, Cook disclosed that Apple has acquired seven companies this year as part of its strategy to accelerate AI advancements. These acquisitions, though not high-value in terms of dollar amounts, signal the company’s continued investment in the AI space.
Despite previous criticisms about lagging behind in the AI race, including delayed features for Siri and other AI-powered tools, Apple remains confident that a rushed rollout of unfinished products would harm its reputation.
“It’s about getting it right, not being first,” Cook noted, adding that the company’s commitment to quality is central to its philosophy.
Apple has already introduced over 20 AI features, including visual intelligence and writing tools, and has plans to roll out more AI-driven innovations later this year.
These will include a live translation feature and an AI-powered workout assistant, although the revamped Siri is now expected to launch in 2026.
When discussing the potential impact of AI on the iPhone business, Cook disagreed with Meta CEO Mark Zuckerberg’s suggestion that AI glasses might replace smartphones as the primary device for engaging with AI.
“It’s hard to envision a world without the iPhone playing a central role,” Cook said, though he acknowledged that AI devices could serve as complementary technology rather than substitutes.
Apple also delivered strong Q3 earnings, surpassing expectations with impressive iPhone sales and record revenue. This result prompted a boost in the company’s stock during after-hours trading.
