Apple CEO Tim Cook reportedly told employees that the company must win in the race for artificial intelligence leadership, according to TechCrunch.com.
He emphasized that AI technologies will be foundational to all future Apple products and services, and that the company must act decisively to lead in the space.
Cook said winning or losing in AI will shape Apple’s long-term strategy. He urged the team not to fall behind as the industry rapidly evolves.
In 2025, Apple introduced its Apple Intelligence features, which include upgrades to Siri, contextual assistance, and generative tools.
The company is heavily investing in internal AI initiatives, though rivals like Google and OpenAI already hold strong positions in the market.
Cook’s comments highlight how central AI has become to Apple’s priorities moving forward.
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