Apple CEO Tim Cook rallied employees in an hourlong internal address, declaring that artificial intelligence represents a transformative opportunity for the company and its future. In the meeting, Cook emphasized that AI is “ours to grab,” urging staff to embrace innovation and push forward Apple’s efforts to integrate advanced AI across its ecosystem.
The pep talk comes as Apple faces mounting competition from rivals like Google, Microsoft, and OpenAI, all racing to dominate the fast-evolving AI space. Cook reassured employees that Apple’s approach—focused on privacy, user experience, and seamless integration—would distinguish its AI products from competitors.
“AI is not just about technology—it’s about reimagining what Apple can do for our users,” Cook reportedly said, reinforcing Apple’s commitment to building AI tools that are both powerful and responsible.
The address also served as a morale boost amid recent market concerns over Apple’s pace in AI development. Cook’s call to action underscores Apple’s intent to position itself as a major force in the AI era, aligning teams across software, hardware, and services to seize what he described as “a once-in-a-generation opportunity.”
