Apple CEO Tim Cook said at an unusual company-wide meeting that 'Apple will definitely do AI' and 'will invest in it,' and also explained the reasons for the delay in Siri's development.

Bloomberg reports that Apple held an unusual company-wide meeting to explain the potential of AI and the company's efforts to develop it.

Apple CEO Tim Cook Tells Staff AI Is 'Ours to Grab' in Pep Talk - Bloomberg
https://www.bloomberg.com/news/articles/2025-08-01/apple-ceo-tells-staff-ai-is-ours-to-grab-in-hourlong-pep-talk

Tim Cook says Apple 'must' figure out AI and 'will make the investment to do it' | The Verge
https://www.theverge.com/news/717865/apple-ceo-tim-cook-ai-investment

According to Bloomberg, Cook gathered employees in an auditorium at the company's headquarters in Cupertino, California, on August 1, 2025, local time, and told them that the AI revolution is 'on par with, or even bigger than, the internet, smartphones, cloud computing, and apps.'

According to a person briefed on the matter by Bloomberg, Cook told employees, 'Apple has to do this. Apple is going to do it. This is something we have to seize.' He added, 'We're going to invest in it.'

Apple is lagging far behind its competitors in the field of AI, and the development of Siri integrated with large language models (LLMs) ( LLM Siri ), which could be considered an evolution of Siri, has been delayed. As a result, reports have suggested that Apple may abandon the development of AI for Siri and adopt AI models from OpenAI or Anthropic.

Development of a 'more conversational' Siri planned for iOS 19 is delayed - GIGAZINE

However, Cook noted that Apple has 'almost never been first to market' in areas like PCs, smartphones, tablets, and MP3 players. He continued, 'There were PCs before the Mac. There were smartphones before the iPhone. There were many tablets before the iPad. There were MP3 players before the iPod.' He added that Apple has succeeded in inventing cutting-edge technologies and capturing market share in these product categories. 'This is my view on AI,' Cook said, asserting that Apple will be able to establish its own unique advantage in the field of AI as well.

The all-hands meeting lasted about an hour, and included speeches on a wide range of topics, including the departure of Jeff Williams, head of operating, reports on the growth of Apple TV+ viewers, and advancements in the medical field, including the hearing aid functionality of AirPods Pro.

A review of the hearing assistance, protection, and testing features that will be available on 'AirPods Pro 2' from iOS 18.1 has appeared, and could this be a hope for the hearing impaired? - GIGAZINE

Craig Federighi, Apple's senior vice president of software engineering, also took the stage at Apple's all-hands meeting to discuss the future of Siri, the company's voice assistant. Apple had planned a major overhaul of Siri in early 2025 to coincide with the release of Apple Intelligence. However, Apple has announced that this plan has been postponed, along with changes to its management structure.

Apple confirms that the release of Apple Intelligence's 'evolved Siri' has been delayed to 2026 - GIGAZINE

Federighi explained that the reason for the delay in the release of the new Siri was that the company aimed to release a 'hybrid architecture' that integrated the system responsible for existing command processing (such as setting timers) with the LLM-based system that forms the basis of generative AI.

Regarding this, Federighi said, 'We initially planned to use a hybrid architecture, but we realized that approach would not meet Apple's quality standards.' Apple ultimately plans to migrate all of Siri to the new architecture. Bloomberg reports that the new architecture for Siri could be released as early as spring 2026, but Apple executives have not stated a release date for 2026.

Apple recently replaced Siri's engineering lead with Mike Rockwell, who was responsible for Apple Vision Pro, and Federighi said this change will help speed up Siri's development. Federighi said that with Rockwell as Siri's engineering lead, 'the development speed has accelerated dramatically.'

Apple announced its financial results the day before the company held this all-hands meeting, reporting that its sales for the third quarter of 2025 (April to June) increased 10% year-over-year to $94 billion (approximately 14 trillion yen).

CEO Tim Cook says Apple plans to 'significantly' expand its AI investments, forecasting third-quarter 2025 revenue of over 14 trillion yen, up 10% year-on-year - GIGAZINE

It's rare for Cook to hold an all-hands meeting, Bloomberg reports.