Apple CEO Tim Cook dinner held an hourlong all-hands assembly wherein he told employees that the company needs to win in AI, in response to Bloomberg’s Mark Gurman.

The assembly got here after an earnings name wherein Cook dinner instructed traders and analysts that Apple would “significantly” increase its AI investments. It appears he had an identical message for Apple staff, reportedly telling them, “Apple should do that. Apple will do that. That is type of ours to seize.”

Regardless of launching quite a lot of AI-powered options prior to now yr beneath the Apple Intelligence umbrella, the corporate’s promised upgrades to its voice assistant Siri have been significantly delayed. And Cook dinner appeared to acknowledge that the corporate has fallen behind its rivals.

“We’ve hardly ever been first,” he reportedly mentioned. “There was a PC earlier than the Mac; there was a smartphone earlier than the iPhone; there have been many tablets earlier than the iPad; there was an MP3 participant earlier than iPod.” However in his telling, that didn’t cease Apple from inventing the “fashionable” variations of these merchandise.