Poor Apple Intelligence: Apple wants to turn the tide with billions
To keep up with AI, Apple is "very open" to takeovers. Tim Cook believes that new AI devices cannot replace the iPhone.
(Image: T. Schneider/Shutterstock.com)
Billions invested, possible takeovers, more focus: Apple has provided new details on how the company intends to catch up with Apple Intelligence and Siri. AI is one of the "most profound technologies of our time" and will be integrated into all Apple devices, platforms and the entire company, Apple CEO Tim Cook emphasized to financial analysts on Friday night after the announcement of the latest business figures.
He also held out the prospect that the company would "significantly" increase investment in this area. A "considerable number" of additional employees will also focus on AI functions in the future, Cook explained – "We are putting all our energy into this".
Large AI acquisitions an option
Apple was also "very open" to possible acquisitions of AI companies. The company has already bought several small AI companies this year, but is keeping all options open. Larger acquisitions are also conceivable if this ultimately "accelerates our roadmap", said Cook. At the same time, he confirmed that Apple is making "good progress" with regard to the overdue further development of the Siri voice assistant system. The "more personal" version will follow in 2026. Apple had originally promised important new Siri functions for iOS 18, but had to postpone the introduction due to problems.
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Apple has already started to massively increase its investment in its own data centers for private cloud compute – the cloud component of Apple Intelligence –. In the first nine months of the current financial year, Apple has already invested almost USD 9.5 billion in its own infrastructure – more than in the entire previous financial year. However, Apple is still miles away from the huge capital expenditure on AI that competitors such as Microsoft and Google are currently spending.
The Group's capital expenditure will increase "substantially", Apple's CFO stated. He also pointed out once again that Apple relies on a "hybrid model" and also uses the infrastructure of other providers. This is the case with the integration of ChatGPT, for example.
Cook plays down AI hardware
Although Apple Intelligence now provides a range of basic AI functions, it is lagging well behind its major competitors –, not least due to Apple's more cautious and data-saving approach. The announcement that Apple's ex-chief designer Jony Ive, of all people, is working on new AI hardware for OpenAI recently caused a great deal of concern among Apple investors. The first products are expected in 2026. Following the announcement of the business figures, the Apple CEO attempted to dispel these fears: it is difficult to imagine a world without the – iPhone, which has now sold three billion units –, said Cook. New AI devices would be complementary, but "not a replacement". Apple is also thinking about such "other things".
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