Apple has announced that it will significantly increase its investments in artificial intelligence as part of its broader strategy moving forward.
During the Q3 2025 earnings call, CEO Tim Cook stated:
“We see AI as one of the most important technologies of our time. We’re integrating it into our devices, platforms, and across the entire company. Our investments in this area are growing significantly.”
Cook added that the company is shifting many employees toward AI-related work and focusing its energy on expanding this field:
“We have a strong team, and we’re putting all our energy behind this.”
Acquisitions and Expansion Plans
Apple noted that its growing focus on AI has contributed to higher spending. However, since the company still partners with third parties for some technical infrastructure, costs won’t increase drastically.
In an interview with CNBC, Apple shared that it's open to acquiring more companies to accelerate its AI roadmap. According to Cook, the company has already acquired seven startups this year — none of them large-scale in terms of financial size, but all strategically important. He mentioned that Apple currently makes acquisitions roughly every few weeks.
AI Features and Siri Updates
So far, Apple has launched over 20 AI-based features under the “Apple Intelligence” brand. These include tools for writing assistance, image cleanup, and visual recognition.
By the end of the year, Apple plans to release real-time translation and an AI-powered fitness assistant. However, a more personalized version of Siri has been delayed to 2026. Cook assured investors that development is progressing well.
iPhone’s Future Role
When asked about new AI hardware — particularly after Meta CEO Mark Zuckerberg suggested that AI glasses would become the dominant interface for the future — Cook disagreed:
“It’s hard to imagine a world without the iPhone,” he said. “That doesn’t mean we’re not exploring other things, but we believe new AI devices will complement the iPhone, not replace it.”
Cook declined to comment on which AI technologies might become commoditized, stating that such details are part of the company’s internal strategy.
Apple reported strong iPhone sales and record revenue for the third quarter, causing its stock to rise in after-hours trading.
