Apple plans to “significantly” grow its AI investment, Cook said

Apple on Thursday showed they are getting more serious about their plans to catch up with the AI race.

“We consider AI to be one of the most profound technologies of our lifetime. It’s embedded across devices, platforms, and across our company. We’re also increasing our investments significantly.” “Apple has always adopted cutting-edge technology to make it easy to use and accessible for everyone. It’s at the heart of our AI strategy,” he added.

Cook expanded these comments about Call, noting that they are “reassigning quite a few people” to focus on AI.

“We have a great, great team and we have all the energy behind it,” he added.

AI investments have also driven an increase in CAPEX spending, which has been rising since the start of the year, the company said. However, Apple noted that it still adopts a hybrid model that relies on third parties to make capital investments. Therefore, numbers do not grow exponentially.

Prior to that call, the company shared in an interview with CNBC that M&As are open to accelerate its roadmap. The company told the outlet it has already acquired seven companies this year. Cook said it wasn’t “huge” in terms of dollar amount.

By phone, he added that Apple is making acquisitions at one speed every few weeks.

Apple has been criticized for being caught off guard in its AI era. So far, we have announced many AI features that have failed to ship. The company was even accused of showing off an improved AI-driven Siri that was not ready for launch.

But Apple defends itself by saying there’s no need to hurry. That’s especially true if these products don’t work as promised.

So far, Apple says it has launched over 20 Apple Intelligence features, including visual intelligence, cleanup and writing tools.

Apple plans to launch AI features such as live translation and AI-powered training companions later this year, but the improvements to the more personalized Siri have been delayed until 2026.

He also shared his thoughts on how AI will affect the iPhone business if new hardware emerges. For example, earlier this week, Meta CEO Mark Zuckerberg suggested that AI glasses are form factors for interacting with new technologies, and form factors without them.

Naturally, I disagreed with the food.

“It’s difficult to see a world where the iPhone doesn’t live,” he said. “That doesn’t mean we don’t think about anything else either. [AI] The device may be a complementary device rather than an alternative. ”

Executives refused to answer questions about AI technology that they believed would eventually become commoditized, saying it would provide part of the strategy.

Apple provided better iPhone sales and record revenue in the third quarter than expected.

This article was updated after its initial publication and details the revenue call.