Apple is ramping up its AI efforts, with CEO Tim Cook confirming that the company is significantly increasing its investments in the technology. During the Q3 2025 earnings call, Cook said AI would be embedded across Apple's devices, platforms and internal operations.

The firm has reallocated staff to focus on AI and continues to acquire smaller companies to accelerate progress, completing seven acquisitions this year alone. Capital expenditure has also risen, partly due to the growing focus on AI.

Despite criticism that Apple has lagged behind in the AI race, the company insists it will not rush features to market. More than 20 Apple Intelligence tools have already been released, with additional features like live translation and an AI fitness assistant expected by year-end.

The updated version of Siri, which promises greater personalisation, has been pushed to 2026. Cook dismissed suggestions that AI-powered hardware, like glasses, would replace the iPhone, instead positioning future devices as complementary.