Apple CEO Calls AI an Existential Priority in Tech Strategy Shift

Apple’s CEO Tim Cook just dropped a bombshell at a company-wide meeting, calling artificial intelligence (AI) a “must-win” priority for the tech giant.

Speaking at Apple’s Cupertino headquarters, Cook compared the AI revolution to the rise of the internet or smartphones, saying, “This is our moment to seize.” The bold statement, first reported by Bloomberg, shows Apple’s ready to go all-in on AI to stay ahead in a cutthroat tech race.

Apple’s been under pressure after its AI debut, Apple Intelligence, launched with the iPhone 16 in 2024, didn’t quite wow the crowd. The suite, meant to bring seamless on-device AI to users, hit snags with delays in features like an upgraded Siri and glitches in news alerts. Critics, including Wall Street analysts, have pointed out that Apple’s trailing behind competitors like Google, Microsoft, and OpenAI in the generative AI game.

• Apple CEO Tim Cook Declares AI a “Must-Win” Priority Amid Strategy Overhaul
• Apple Shifts Gears on AI After Stumbles, Cook Promises Bold New Direction
• AI Is Apple’s ‘Internet Moment,’ Says Tim Cook in High-Stakes Company Meeting

Cook’s speech was a rallying cry, hinting at big plans like new products, beefed-up data centers, or even acquisitions to supercharge Apple’s AI game. This is a shift for Apple, known for playing it safe with spending, but it shows they’re serious about catching up. The company’s had its share of bumps, like losing key AI experts and leaning on external AI models from OpenAI and Google for testing.

Still, Apple’s pushing forward. The iOS 18.1 beta recently rolled out Apple Intelligence to developers, with a full launch set for later this year in multiple languages and regions. But a recent Apple research paper stirred up chatter by questioning whether today’s AI models can truly “reason” or if they’re hitting a wall.

Also Read: David Ellison Restructures Paramount Leadership After Skydance Merger

As Apple dives headfirst into the AI race, Cook’s message is clear: this is a do-or-die moment. With the tech world watching, Apple’s betting big on AI to shape its future.