Apple Plans Significant Increase in AI Investments, Announces Cook

On Thursday, Apple emphasized its dedication to enhancing its presence in the AI sector.

“We consider AI to be one of the most revolutionary technologies of our era. We are incorporating it into our devices and platforms, as well as throughout the organization. Furthermore, we are significantly boosting our investments,” said CEO Tim Cook during the Q3 2025 earnings call with investors. “Apple has always aimed to leverage state-of-the-art technologies and make them user-friendly and accessible, which is fundamental to our AI strategy,” he added.

Cook further elaborated during the call, indicating that Apple is “ reallocating a substantial number of personnel” to focus on AI projects.

“We have an outstanding team, and we’re committing all our efforts to this initiative,” he asserted.

The company also revealed that AI investments have resulted in increased capital expenditures, which have grown year-to-date. However, Apple mentioned that it continues to operate under a hybrid model relying on third-party capital investments, leading to more moderate growth in its figures.

Prior to the earnings call, the company informed CNBC that it is open to mergers and acquisitions to accelerate its roadmap. Apple disclosed that it has already acquired seven companies this year, none of which were “significant” in financial terms, according to Cook.

During the call, he noted that the acquisition pace is approximately one every few weeks.

Apple has been criticized for being unprepared for the AI revolution, having announced several AI features that are still pending release. The company faced claims of displaying an upgraded AI-driven version of Siri that was not ready for deployment.

Nonetheless, Apple has defended its approach, insisting that there is no urgency; releasing inferior features or products merely to claim leadership would be unwise, particularly if they fail to meet expectations.

So far, Apple asserts that it has launched over 20 Apple Intelligence features, including visual intelligence, cleanup tools, and writing aids.

Later this year, Apple plans to reveal AI features such as live translation and an AI-assisted workout companion, although the more customized enhancements for Siri have been postponed until 2026. Cook mentioned on the investor call that the company is “making good progress” on the Siri upgrade.

He also addressed potential effects of AI on the iPhone market if new hardware arises. For instance, Meta CEO Mark Zuckerberg recently suggested that AI glasses could become the primary interface for new technology, putting those without them at a disadvantage.

Cook, predictably, disagreed.

“I find it difficult to imagine a future without the iPhone,” he stated. “That doesn’t mean we aren’t exploring other possibilities, but I believe that [AI] devices will likely complement rather than replace existing ones.”

The executive avoided answering a question regarding which AI technologies might eventually become commoditized, implying that divulging that information would undermine part of their strategy.

Apple announced stronger-than-expected iPhone sales and record revenue in Q3, which resulted in a spike in its stock during after-hours trading.

This article was updated after initial publication to include additional details from the earnings call.