By Admin On 08-08-2025 at 6:13 pm
Inside Tim Cook’s push to get Apple back in the AI race
While other tech companies push out AI tools at full speed, Apple is taking its time. Its Apple Intelligence features – shown off at WWDC – won’t reach most users until at least 2025 or even 2026. Some see this as Apple falling behind, but the company’s track record suggests it prefers to launch only when products are ready.
In contrast, competitors like Microsoft, OpenAI, and Google have already shipped AI features widely – often with bugs and unreliable results, and usually whether or not users ask for them. AI assistants today still struggle with accuracy, consistency, and usefulness in many tasks.
Apple seems to be watching from the sidelines, waiting for the tech to mature. Instead of flooding iOS with half-working tools, it’s holding back. That strategy may pay off if users lose patience with AI that overpromises and underdelivers.
Apple has done this before – launching smartwatches and tablets late, but with stronger products. And since it already owns the hardware and software, and controls its own app store, it can afford to wait.
If current AI tools don’t improve soon, Apple’s slower, more cautious rollout might look less like hesitation and more like smart planning.
That measured approach doesn’t mean Apple is sitting still. Behind the scenes, the company is ramping up investment, hiring, and internal coordination to prepare for an AI shift. That strategy was on full display during a recent all-hands meeting at Apple’s headquarters, where CEO Tim Cook rallied employees and laid out the company’s AI ambitions.
Apple is getting serious about artificial intelligence, and Cook wants everyone at the company on board. As reported by Bloomberg, during a rare all-company gathering at its Cupertino HQ, he spoke directly to employees about what’s next. His message was clear: Apple has to win in AI – and now is the time to make that happen.
Cook called AI a once-in-a-generation shift, comparing its impact to that of the internet, smartphones, and cloud computing. “Apple must do this. Apple will do this. This is sort of ours to grab,” he said, according to people who were there. He promised Apple would spend what it takes to compete.
The company has been slower than others to roll out AI tools. Apple Intelligence – its main AI offering – was introduced long after companies like OpenAI, Google, and Microsoft launched its own products. And even when Apple finally announced its plans, the reaction was underwhelming.
See also: Why Apple is playing it slow with AI
But Cook pointed out that Apple has often shown up late to new technology – only to redefine it. “There was a PC before the Mac; there was a smartphone before the iPhone,” he reminded employees. “There were many tablets before the iPad.” Apple didn’t invent those categories, he said, it just made them work better.
In contrast, competitors like Microsoft, OpenAI, and Google have already shipped AI features widely – often with bugs and unreliable results, and usually whether or not users ask for them. AI assistants today still struggle with accuracy, consistency, and usefulness in many tasks.
Apple seems to be watching from the sidelines, waiting for the tech to mature. Instead of flooding iOS with half-working tools, it’s holding back. That strategy may pay off if users lose patience with AI that overpromises and underdelivers.
Apple has done this before – launching smartwatches and tablets late, but with stronger products. And since it already owns the hardware and software, and controls its own app store, it can afford to wait.
If current AI tools don’t improve soon, Apple’s slower, more cautious rollout might look less like hesitation and more like smart planning.
That measured approach doesn’t mean Apple is sitting still. Behind the scenes, the company is ramping up investment, hiring, and internal coordination to prepare for an AI shift. That strategy was on full display during a recent all-hands meeting at Apple’s headquarters, where CEO Tim Cook rallied employees and laid out the company’s AI ambitions.
Apple is getting serious about artificial intelligence, and Cook wants everyone at the company on board. As reported by Bloomberg, during a rare all-company gathering at its Cupertino HQ, he spoke directly to employees about what’s next. His message was clear: Apple has to win in AI – and now is the time to make that happen.
Cook called AI a once-in-a-generation shift, comparing its impact to that of the internet, smartphones, and cloud computing. “Apple must do this. Apple will do this. This is sort of ours to grab,” he said, according to people who were there. He promised Apple would spend what it takes to compete.
The company has been slower than others to roll out AI tools. Apple Intelligence – its main AI offering – was introduced long after companies like OpenAI, Google, and Microsoft launched its own products. And even when Apple finally announced its plans, the reaction was underwhelming.
See also: Why Apple is playing it slow with AI
But Cook pointed out that Apple has often shown up late to new technology – only to redefine it. “There was a PC before the Mac; there was a smartphone before the iPhone,” he reminded employees. “There were many tablets before the iPad.” Apple didn’t invent those categories, he said, it just made them work better.
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