Apple CEO Tim Cook Urges Staff to Seize AI Opportunities in Hourlong Pep Talk

In a rare company-wide meeting, Apple CEO Tim Cook delivered an hourlong pep talk to employees, emphasizing that artificial intelligence (AI) represents a transformative opportunity for the tech giant. Cook conveyed a strong message: AI is “ours to grab” and Apple must invest heavily to play a leading role in this emerging field.

According to a report from Bloomberg, Cook framed AI as potentially bigger than the smartphone and the internet, underscoring that the company views it as a strategic priority. He reassured employees that Apple’s strategy of not being first to market with new technology had repeatedly proved successful in the past, citing examples such as the Mac following the PC, the iPhone following earlier smartphones, and the iPad following earlier tablets.

“Apple must do this. Apple will do this. This is sort of ours to grab,” Cook told employees during the all-hands meeting. “We will make the investment to do it.” This firm declaration came just one day after Apple’s earnings call where Cook referred to AI in similar terms and indicated the company was open to acquiring startups to accelerate its AI roadmap.

Reports indicate Apple has engaged in talks with AI startups such as Perplexity and Mistral, and remains in discussions about incorporating technology from leading AI firms including OpenAI and Anthropic to enhance Siri, Apple’s virtual assistant. Craig Federighi, Apple’s software chief, also addressed employees during the meeting, sharing encouraging news about an ongoing overhaul of Siri’s architecture. Federighi stated the project is yielding “needed” results that position Apple to deliver a “much bigger upgrade than we envisioned,” emphasizing that it is one of the company’s most serious current initiatives.

Cook and Federighi’s leadership appears designed to counteract internal challenges, including concerns over AI innovation lag and employee morale. Meta’s aggressive talent recruitment with lucrative pay packages has led to several of Apple’s AI engineers departing for competitors, raising alarm within the company. The meeting aimed to clarify Apple’s vision and strengthen staff confidence amid the rapidly evolving AI landscape.

Apple’s deliberate, measured approach to AI builds on its history of refining technology rather than rushing first to market. However, the tone of Cook’s message signals a stronger urgency to capture AI’s potential as a critical driver of growth and user experience innovation going forward.