The improvement of the AI of Apple has become a matter of state in the headquarters of Cupertino. The company has been criticized for its slowness in the implementation of artificial intelligence functionswith a failed start in the version that its Siri assistant should have promoted, which has confirmed its difficulties. According to the reports, the brand has also lost numerous AI engineers in recent months, and several experts, including its Chief of Models LLM, have moved to their target rival.
But not everything is lost and Apple is a great specialist in adopting technologies that launched later than that of its competitors end up becoming reference of the sector for its usability and accessibility capacity at the user level, surely a current persistent lack of AI technologies.
Tim Cook himself has insisted to his staff that “It’s your opportunity” And for this he recalled the past of some of his great releases: “We have rarely been the first … There was a PC before the MAC; There was a smartphone before the iPhone; There were many tablets before the iPad; There was an MP3 player before iPod ».
The AI of Apple
Apple executive director Tim Cook took advantage of the company’s results to communicate to customers and investors who are increasing “Significantly” Your investment in artificial intelligence technologies. «We are integrating it into our devices and platforms, and throughout the company. In addition, we are significantly increasing our investments ».
And have a wide cash mattress to invest Because the results accounts have not given signs of decreasing: the latest quarterly results presented recently have reached 94,000 million dollars of income (between April and June 2025) for an interannual increase. And the same in benefits, 23,434 million dollars for an increase of 9%. Incidentally, the company has celebrated the milestone of selling more than 3,000 million iPhone phones.
Cook confirmed that the brand is reassigning a considerable number of employees to work on the functions of Apple Intelligence and also that they were open to Buy other companies that accelerate the process: “We are open to mergers and acquisitions that accelerate our road map”the executive said. Apple says he bought seven companies this year, although he confirmed that none of them was “Of great magnitude”. Perpleplexity is one of the names that have been handled as direct acquisition.
Another leg of the strategy is that of associations with the giants of the AI sector, such as Anthropic or Openai. The idea is to enhance Siri’s functions. In fact, Apple has already taken steps in this address: The company will integrate chatgpt in Siri with iOS 18 And Gemini support is expected to also arrive soon.
Apple’s AI is delayed in front of its rivals, but no one doubts that the company is going to update quickly and with the expected level.
