Delays at Apple Intelligence: "We were rarely the first"
Following the announcement of the quarterly figures, Apple's management team commented internally on problems in the AI sector. They still see every opportunity
Apple-Intelligence-Icon.
(Image: Apple)
Apple CEO Tim Cook and parts of the Apple management team are said to have held an internal "pep talk" lasting an hour last week following the announcement of the official quarterly figures for March to June 2025. According to a Bloomberg report, the company tried to spread good vibes at the all-hands meeting regarding its AI strategy, which has apparently failed so far. Cook was following up on statements he had made to journalists and analysts shortly beforehand. He emphasized to Wall Street that Apple was "very open" to billion-dollar takeovers, as it was one of the "most profound technologies of our time".
AI more important than the internet and the cloud
In front of the assembled workforce, Cook said that the company had an "incredible" product pipeline in the pipeline. The AI revolution is "as big or even bigger" than the internet, smartphones, cloud computing and the app business. "Apple has to do this. Apple will do it. It's something we can embrace," said Cook. The necessary investments will be made.
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The Apple boss reminded the audience that Apple is typically later with exciting new technologies. "We were rarely the first," he said with an optimistic tone. There was a PC before the Mac, a smartphone before the iPhone, many tablets before the iPad and MP3 players before the iPod. Apple had created the "modern" versions of each of these product categories. "I feel the same way about AI."
Siri a "much bigger upgrade"?
At the all-hands meeting, Cook also spoke about the departure of COO Jeff Williams, who is regarded as Cook's right-hand man, progress in the area of healthcare products (such as AirPods Pro as a hearing aid) and the increasing viewer numbers for the billion-euro Apple TV+. Cook mentioned Apple's goal of becoming "climate neutral" throughout the entire supply chain by 2030 and listed the difficulties associated with regulatory measures against "big tech". These "things" could cause the user experience to be "destroyed" and privacy and security to suffer. The all-hands meeting was held from Apple's Steve Jobs Theater, which once served as the keynote venue. According to Cook, Apple hired 12,000 new employees last year, 40 percent of which came from research and development.
Software boss Craig Federighi was also present at the meeting. According to him, an "end-to-end revamp" of the Siri voice assistant "gave us the results we needed". The system will deliver a "much bigger upgrade" than previously envisaged. No project is taken more seriously. However, the new Siri is not due to be released until next year. Cook in turn emphasized that employees should incorporate AI into their work and new products faster and more frequently. "If we don't do that, we will fall behind and we can't do that."
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