Apple CEO Tim Cook delivered an emphatic message to employees during a rare hourlong all-hands meeting on August 1, 2025, underscoring artificial intelligence as the company’s next frontier. Speaking directly amid reports of staff departures and competitive pressure, Cook declared: “Apple must do this. Apple will do this. This is sort of ours to grab.”
The event came shortly after Apple’s Q3 2025 earnings call, where Cook framed AI as a priority that could surpass even the transformative impact of smartphones and the internet. He sought to reassure employees that Apple intends to invest significantly and lead innovation in this space.
Cook acknowledged Apple’s historical strategy, highlighting the company’s success despite rarely being first movers in technology. “There was a PC before the Mac; there was a smartphone before the iPhone; there were many tablets before the iPad; there was an MP3 player before the iPod,” he said, illustrating Apple’s pattern of refining and redefining markets. “We will make the investment to do it [AI].”
The pep talk addressed uncertainties within Apple prompted by recent staff turnover and intense competition from other tech giants aggressively recruiting AI talent. Several Apple engineers have left for Meta, drawn by lucrative compensation packages, which has led to concerns over internal morale and Apple’s pace in AI development.
Craig Federighi, Apple’s software chief, also participated, providing encouraging updates on the ongoing overhaul of Siri’s architecture. He described the progress as yielding “needed” results that have positioned Apple “not just to deliver what we announced, but to deliver a much bigger upgrade than we envisioned.” Federighi emphasized that this internal AI project is one of the company’s most serious undertakings.
Apple has been exploring potential acquisitions to accelerate its AI roadmap, reportedly holding talks with Perplexity and Mistral, among others. The company is also considering integrating large language model technologies from leaders like OpenAI and Anthropic to enhance Siri’s capabilities.
Tim Cook’s message reflects Apple’s renewed determination to stake its place in the AI landscape amidst fierce competition. The company aims to translate its hallmark approach—focused on polish, integration, and user privacy—into next-generation AI innovations that could underpin future growth.
This all-hands meeting represents a rare open dialogue from Apple leadership about the challenges and opportunities AI presents, contrasting with the company’s traditionally confidential culture. It signals the strategic importance Apple places on AI and a call for unity and focus among employees as the company races to seize the AI moment.