Apple on Thursday signaled that it’s getting more serious about its plans to catch up in the AI race.
“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,” CEO Tim Cook said on the Q3 2025 earnings call with investors. “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,” he added.
Cook expanded on those comments on the call, noting that Apple was “reallocati
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