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 it in an interview with CNBC M&A is open to accelerate the 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 is like that It was criticized Because I was caught by surprise in my days as AI. So far, we have announced many AI features. We’re screwed Shipment. The company was accused Showing out the improved AI-equipped version of Siri It wasn’t ready to launch.

but Apple defended itself By saying there’s no need to hurry, it’s a mistake to launch the wrong feature first or launch the wrong product first. 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.

Later this year, Apple plans to launch AI features such as live translation and AI-powered training companions. Personalized Siri improvements are slow Until 2026. In a call with investors, Cook said the company is “making good progress” with the SIRI update.

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 a form factor for interacting with new technologies. People without them will be left behind.

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, but I think (AI) devices are likely to be complementary devices rather than alternatives.”

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. I saw that stock pop For transactions outside of business hours.

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