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Tim Cook reportedly tells employees Apple ‘must’ win in AI

Tim Cook reportedly tells employees Apple ‘must’ win in AI

August 2, 2025: Tim Cook: Apple Must Lead in AI - Apple CEO Tim Cook highlighted the necessity for the company to lead in artificial intelligence during an all-hands meeting, according to Bloomberg's Mark Gurman. Following a recent earnings call where Cook announced significant AI investments, he urged employees to see AI success as Apple's opportunity.

Despite delays in enhancing Siri, Cook noted Apple's history of surpassing early market entrants by redefining product categories, such as the iPhone and iPad. This message underscores Apple's commitment to innovating AI technologies and maintaining its competitive edge.

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