TEMPO.CO, Jakarta – Apple has signaled its serious steps to catch up in the artificial intelligence (AI) technology competition. During the announcement of the third quarter 2025 financial report to investors, CEO Tim Cook said the company will expand its development of this technology.
“We see AI as one of the most profound technologies of our lifetime. We are embedding it across our devices and platforms and across the company. We are also significantly growing our investments,” Cook was quoted from a TechCrunch report on Thursday, July 31, 2025.
He added, “Apple has always been about taking the most advanced technologies and making them easy to use and accessible for everyone, and that’s at the heart of our AI strategy.“
At the same time, Cook also revealed that Apple is shifting a significant portion of its workforce to develop AI. “We have a great, great team and we’re putting all of our energy behind it,” he said.
The investment in AI also led to an increase in Apple’s capital expenditure (CapEx) throughout the year. However, the company explained that they still use a hybrid model, relying on third parties for capital investment, so the CapEx figure will not increase drastically.
Prior to the meeting, Apple expressed openness to merger and acquisition (M&A) actions to accelerate the development of its AI technology. Throughout 2025, the company acquired seven companies. However, according to Cook, none of the acquisitions were of significant value.
Apple has previously been criticized for its slow response to developments in AI technology. The company has announced some AI features, but not all have been launched. Apple has even been accused of showcasing an AI-based Siri version that is not yet ready for release. Nonetheless, Apple defended itself by stating that they do not want to rush and instead avoids launching immature features or products.
Until now, Apple claims to have released more than 20 Apple Intelligence features, including visual intelligence capabilities, writing aids, and cleaning features.
Apple plans to launch other AI features, such as a real-time translator and an AI-based sports companion, towards the end of the year. Meanwhile, a more personalized Siri update is scheduled to arrive in 2026.
Cook also responded to speculation about the future of the iPhone amid the emergence of new AI devices. This is in response to Meta CEO Mark Zuckerberg’s statement that AI glasses will be the main way people use new technology, leaving those without them behind.
Cook expressed his disagreement. “It’s difficult to see a world where iPhone’s not living in it,” he said. “That doesn’t mean that we are not thinking about other things, as well, but I think that the [AI] devices are likely to be complementary devices, not substitutions.“
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