Apple wants investors to know that they are taking greater steps to keep up with the AI race.
iPhone makers are “substantially expanding” their investments and relocating employees with a focus on AI, CEO Tim Cook told investors on the company's quarterly revenue call on Thursday.
“Apple has always been using cutting-edge technology to make it easy to use and accessible for everyone. That's at the heart of our AI strategy,” says Cook.
Shares rose more than 2% in after-hours trading after calls after-hours after Apple (AAPL) reported record revenues of service. The stock fell about 17% until the end of 2025, becoming the only epic seven members of the year's negative territory, besides Tesla (TSLA).
Apple, which has slowed down many of AI's large tech peers, is facing pressure to prove that it can catch up after slowing down the rollout of highly anticipated features such as Ai-Enhanced Siri, disappointing investors and more.
A more personalized, AI-driven version of Apple's Siri is expected to be released in 2026, Cook said Thursday. Apple previously suggested that a stronger Siri would come this spring.
Cook also said Apple will consider purchasing other companies to increase AI capabilities. Wall Street analysts suggest that it can provide a huge boost to Apple's AI efforts.
“We are very open to M&As that accelerate our roadmap,” Cook said. Apple has already acquired around seven companies this year, but said “all aren't AI-oriented.”
Earlier this month, Wedbush analyst and longtime Apple Bull Dan Ives suggested that AI startup stumps could be targeted. Apple also reportedly discussed discussions with ChatGpt Maker Openai and Claude developers on AI models rather than internal models.
