Apple held a company-wide meeting at the Steve Jobs Theater at Apple Park, discussing AI and how it’s important.
Tim Cook Takes the Stage at Apple to Assure Everyone Nothing is More Important than AI Right Now and that his Company will do it Right
As reported by Bloomberg, Apple is taking AI very, very seriously, and Tim Cook held a company-wide meeting over it at the Steve Jobs Theater.
What’s really interesting is how it wasn’t a roast session, like the one Steve Jobs had for the MobileMe team, and instead focused on the importance of AI and that Apple is willing to make the investment to get it right.
Think of it as a pep talk.
Craig Federighi was present at the meeting as well and said that the version of Siri the company is working on goes far beyond what the company had originally envisioned, and that things are progressing rather nicely.
The more important thing is how Siri will meet the quality standard set by Apple, which is crucial for the end user.
Tim Cook said that Apple has rarely been first at things, and goes on to mention that there was a PC before the Mac, a smartphone before iPhone, tablets before iPad, but when it dived into these categories, Apple modernized them.
Tim Cook believes Apple will do the same when it comes to AI. Interestingly, right after its Q3 2025 earnings call, Tim Cook said in an interview that his company is making good progress on the new and advanced Siri.
Apple was the first company to ever launch a smartphone with a built-in voice assistant – iPhone 4s with Siri. But, after all these years, Siri never saw much progress, mainly because priority was set on delivering great hardware.
Now that AI is around and competition really ramping up, Apple has received the bump it needed to put in the effort in this category.
Whether it does it by delivering its in-house effort or moves forward through partnerships is entirely up to Apple. But the target is set for next year, and whether Apple can keep that promise will make or break a lot of things.
