Apple CEO Tim Cook Declares AI ‘Ours to Grab’ in Rare Employee Pep Talk
In a rare all-hands meeting held on August 1, 2025, Apple CEO Tim Cook delivered an hourlong pep talk to employees emphasizing the company’s commitment to artificial intelligence (AI) development, underscoring that AI represents a transformative opportunity beyond smartphones and the internet.
According to reports by Bloomberg and others, Cook told Apple staff that “AI is going to be bigger than smartphones and the internet,” and stated firmly, “Apple must do this. Apple will do this. This is sort of ours to grab. We will make the investment to do it.” The executive’s remarks highlighted Apple’s strategic priority to accelerate AI initiatives despite the company’s well-known reputation for not always being the first mover in technology sectors.
Cook referenced Apple’s history, citing that the company wasn’t the first to market with the Mac, iPhone, iPad, or iPod, yet managed to dominate those markets by focusing on execution and innovation. He signaled confidence that Apple will play a significant role in shaping the next generation of AI technologies.
The pep talk came just a day after Apple’s quarterly earnings call, where Cook had also addressed AI. During the call, he revealed that Apple is exploring potential acquisitions to speed up its AI roadmap, with talks held with AI firms like Perplexity and Mistral. Moreover, Apple is reportedly considering using language models from entities like OpenAI or Anthropic to upgrade Siri, its voice assistant.
Craig Federighi, Apple’s software chief, also participated in the meeting and shared progress on efforts to overhaul Siri’s underlying architecture. Federighi stated that the results so far are promising, positioning Apple to deliver not only the planned upgrades but even more extensive improvements. He added, “There is no project people are taking more seriously.” This initiative is seen as central to Apple’s AI strategy and could help the company regain competitive momentum.
The meeting and public comments appear aimed at reassuring Apple employees amid challenges in retaining AI talent. Several AI engineers have left Apple for competitors like Meta, attracted by significantly higher compensation packages. The internal pep talk serves as a morale boost and a clear signal of Apple’s renewed focus on AI as a core pillar of its future.
As AI continues to reshape technology landscapes, Apple’s renewed commitment and strategic investments point to intense competition in developing groundbreaking AI-driven experiences and products. Observers note that with Apple’s design expertise and ecosystem strength, the company could make a large impact despite its cautious entry into the AI race.
For now, Apple’s employees have been reminded that the AI opportunity is “ours to grab,” indicating that the tech giant is preparing to aggressively stake its claim in the industry’s next frontier.