Apple to Increase AI Investment - Tim Cook Announces Plans

Apple Intensifies Focus on Artificial Intelligence Development

Apple indicated on Thursday a heightened commitment to advancing its position in the rapidly evolving field of artificial intelligence (AI). The company is actively working to accelerate its capabilities in this crucial technological domain.

CEO Tim Cook’s Statements on AI Investment

“AI represents one of the most transformative technologies of our time,” stated CEO Tim Cook during the Q3 2025 earnings conference call with investors. “We are integrating it throughout our devices, platforms, and the entire organization.”

Cook further emphasized a substantial increase in the company’s investments dedicated to AI research and development. He highlighted Apple’s core philosophy of simplifying advanced technologies for broad accessibility.

Internal Reorganization and Capital Expenditure

The company is strategically shifting resources, with a “fair number of people” being reassigned to concentrate specifically on AI initiatives. This internal restructuring demonstrates the priority placed on this area.

Increased capital expenditure (CapEx) is also a direct result of these AI investments, showing a year-to-date increase. However, Apple maintains a hybrid investment model, leveraging third-party capital contributions to moderate overall expenditure growth.

Strategic Acquisitions to Accelerate AI Roadmap

Prior to the earnings call, Apple communicated to CNBC its openness to mergers and acquisitions (M&A) as a means of expediting its AI roadmap. The company has already completed the acquisition of seven companies this year.

These acquisitions, while not individually substantial in monetary value, are occurring at a rate of approximately one every few weeks, as Cook revealed during the call.

Addressing Past Criticism and Future Plans

Apple has faced scrutiny for appearing initially unprepared for the current wave of AI advancements. Some announced AI features have experienced delays in their release.

The company has defended its approach, asserting that a deliberate and quality-focused rollout is preferable to rushing products to market that may not meet expectations. Prioritizing functionality and reliability is paramount.

Current AI Feature Set and Upcoming Releases

To date, Apple has launched over 20 Apple Intelligence features, encompassing areas like visual intelligence, data cleanup, and writing assistance tools.

Planned releases later this year include AI-driven features such as live translation and an AI-powered fitness companion. However, enhancements to Siri, offering more personalized experiences, have been postponed until 2026.

iPhone’s Continued Relevance in an AI-Driven World

Cook addressed recent suggestions, such as those made by Meta CEO Mark Zuckerberg, that AI glasses may become the primary interface for interacting with AI technology, potentially leaving iPhone users behind.

He expressed disagreement with this perspective, stating, “It’s difficult to envision a future where the iPhone is not a central component.” He believes AI devices will likely complement, rather than replace, the iPhone.

Strategic Considerations and Financial Performance

The executive declined to disclose which AI technologies Apple anticipates becoming commoditized, citing the need to protect its strategic direction.

Apple reported stronger-than-anticipated iPhone sales and achieved record revenue in Q3, resulting in a positive movement in its stock price during after-hours trading.

This report has been updated to include additional details from the earnings call.