Tim Cook gathered thousands of employees at Apple Park on August 1 2025 for a rare, hour-long all-hands meeting that he framed as a turning point in Apple’s artificial-intelligence push. Calling the AI revolution “as big or bigger” than the internet, smartphones, cloud computing and apps. He told staff that “Apple must do this. Apple will do this. This is sort of ours to grab.”
The timing was deliberate. Just a day earlier Apple had posted solid Q3 results but fielded sharp questions from analysts about falling behind rivals in generative AI. Cook’s internal remarks aimed to steady morale and reassure investors that Apple will commit the resources needed to lead in this space.
During the AI pep talk, Tim Cook acknowledged that Apple is often late to new technologies yet still ends up defining them. “There was a PC before the Mac, a smartphone before the iPhone, many tablets before the iPad, an MP3 player before iPod. This is how I feel about AI,” he said, positioning Apple’s forthcoming work as the modern benchmark for consumer-grade artificial intelligence.
Craig Federighi joined the stage briefly to update staff on the end-to-end Siri overhaul. He said recent internal milestones had “put us in a position to not just deliver what we announced, but to deliver a much bigger upgrade than we envisioned,” signaling that Apple Intelligence features shown at WWDC24 were only the start.
Cook also teased an “amazing” product pipeline and pledged “the investment to do it,” echoing comments from the previous day’s earnings call that Apple is willing to boost data-center spending and even pursue larger acquisitions when they accelerate its roadmap. The company has already bought seven AI-focused startups in 2025 and remains open to bigger deals if they fit.
For employees, the Tim Cook AI pep talk served as both a rallying cry and a promise: Apple will match its historic knack for hardware-software integration with the computing power and talent needed to bring genuine, privacy-first AI features to every device in its ecosystem.
via Bloomberg
