Apple plans to increase AI investments significantly, says Cook

Apple has recently expressed its commitment to investing significantly in artificial intelligence (AI) technology, signaling a more focused approach to catching up in the AI race. During the Q3 2025 earnings call with investors, CEO Tim Cook emphasized Apple’s dedication to integrating AI across its devices and platforms, as well as throughout the company as a whole. Cook highlighted Apple’s core principle of simplifying the most advanced technologies for widespread accessibility, positioning it at the core of the company’s AI strategy.

Further elaborating on this, Cook mentioned that Apple is reallocating a considerable number of employees to concentrate on AI, showcasing the company’s strong emphasis on the technology. Notably, Apple’s AI investments have also led to increased capital expenditure (CapEx) spending. Despite this growth, Apple indicated that it still maintains a hybrid model where it partners with third parties for capital investments, which limits exponential expansion in this area.

Preceding the earnings call, Apple shared in an interview with CNBC that it remains open to mergers and acquisitions (M&A) to expedite its AI roadmap. In the current year, Apple has acquired seven companies, with none being exorbitant in terms of financial value, according to Cook. He further noted that the company’s acquisition pace is approximately one every few weeks.

Apple has encountered criticism for lagging behind the AI revolution, with announcements of AI features that have not materialized as expected. The company faced backlash for showcasing an enhanced AI-infused version of Siri that was not ready for release. Despite these setbacks, Apple has defended its approach by emphasizing the importance of precision over speed in launching AI features.

In conclusion, Apple’s heightened focus on AI investments and strategic reallocation of resources underscore its commitment to advancing in the AI landscape. Through aligning with its core philosophy of making cutting-edge technologies accessible to all users, Apple aims to leverage AI capabilities across its product ecosystem. By exploring M&A opportunities and enhancing its internal AI expertise, Apple seeks to strengthen its position in the competitive AI sphere and deliver innovative AI-driven solutions to its global user base.