Apple looking to ‘significantly’ grow AI investments, CEO Tim Cook says

Apple is stepping up its commitment to artificial intelligence, with CEO Tim Cook announcing the company will “significantly grow” its investments in AI during its recent Q3 2025 earnings call.

Apple CEO Tim Cook has vowed the company will “significantly grow” its investments in artificial intelligence.

During Apple’s recent Q3 2025 earnings call, Cook said the Cupertino-based business was stepping up its commitment to AI, and described advanced machine learning as “one of the most profound technologies of our lifetime”.

He said: “We are embedding it across our devices, across our platforms and across the company. We are also significantly growing our investments.”

Cook emphasised that Apple is reallocating key talent to focus on AI development, saying: “We have a great, great team and we’re putting all of our energy behind it.”

The company confirmed it has acquired seven small AI-related firms so far in 2025, and Cook added: “We’re open to M+A that accelerates our roadmap.”

Cook noted that these targets have been modest in size but could scale up if they align with Apple’s AI strategy.

Apple’s rising focus on AI is highlighted by increased capital expenditures tied to infrastructure and AI-ready operations.

While acknowledging the company still relies partly on third-party facilities, CFO Kevan Parekh said the growth won’t be exponential, but will be substantial.

Cook also touched on new AI-powered consumer features in development, explaining Apple is “making good progress on a more personalised Siri” – expected to launch in 2026 – along with capabilities like live translation and an AI workout buddy later this year.

The announcement comes amid investor scrutiny over Apple’s lag in AI compared to rivals like Google, Meta and Microsoft.

Despite concerns, Cook reaffirmed Apple’s position and said: “Apple has always been about taking the most advanced technologies and making them easy to use and accessible for everyone … that’s at the heart of our AI strategy.”

With a solid financial quarter – revenues up 10 per cent year‑over‑year to $94 billion – Apple is deploying its strong foundation to accelerate AI development and integration across its platform ecosystem.