Tim Cook says Apple ‘must’ figure out AI and ‘will make the investment to do it’

Apple CEO Tim Cook boasted astir the imaginable of AI and the company’s attack to processing it successful a uncommon all-hands contiguous that was reported connected by Bloomberg. Apple has been dilatory to rotation retired immoderate of its AI features and has stumbled with a planned AI-powered upgrade to Siri, which it delayed earlier this year.

According to Bloomberg:

The enforcement gathered unit astatine Apple’s on-campus auditorium Friday successful Cupertino, California, telling them that the AI gyration is “as large oregon bigger” arsenic the internet, smartphones, unreality computing and apps. “Apple indispensable bash this. Apple volition bash this. This is benignant of ours to grab,” Cook told employees, according to radical alert of the meeting. “We volition marque the concern to bash it.”

Cook besides seemingly pointed to however the institution has “rarely been first” successful categories similar idiosyncratic computers, smartphones, tablets, and MP3 players but that Apple yet made the “modern” versions of those. “This is however I consciousness astir AI,” Cook said, Bloomberg reports.

Software main Craig Federighi besides spoke, discussing the Siri hold and however the institution primitively wanted to physique it with a “hybrid architecture.” Under that plan, 1 strategy would instrumentality attraction of things Siri tin now, and the different would beryllium powered by LLMs, but “we realized that attack wasn’t going to get america to Apple quality,” helium said. The caller program is to determination everything to a caller architecture.

The all-hands follows Cook’s comments up of an net telephone yesterday wherever helium said that the institution is “open to” acquisitions to accelerate its roadmap. Apple has besides mislaid immoderate of its AI endowment arsenic portion of Meta’s “superintelligence” hiring spree.