Other tech companies push AI tools at full speed, but Apple is taking the time. Apple Intelligence features displayed in WWDC will not reach most users until at least 2025 or 2026. This is what Apple thinks is behind, but the company’s track record suggests it prefers to launch only when the product is ready.
In contrast, competitors such as Microsoft, Openai and Google have already shipped AI features widely. Often there are bugs and unreliable consequences, usually whether the user wants them. Today’s AI assistants still struggle with accuracy, consistency and usefulness for many tasks.
Apple is looking from the sidelines and appears to be waiting for the technology to mature. Instead of flooding iOS with half-working tools, it’s been suppressed. That strategy could be rewarded if users lose patience with over-recruitment or under-delivery AI.
Apple has done this before – they launched smartwatches and tablets late, but there are stronger products. You can also afford to wait as you already own the hardware and software and control your own app store.
If current AI tools don’t improve anytime soon, Apple’s slow, more careful rollout may seem like a smart plan rather than a hesitant one.
That measured approach doesn’t mean Apple is sitting still. Behind the scenes, the company is stepping up investments, employment and internal coordination to prepare for the AI shift. The strategy was fully on display during a recent all-hand meeting at Apple’s headquarters, where CEO Tim Cook gathered employees and laid out the company’s AI ambitions.
Apple is serious about artificial intelligence, and Cook wants everyone in the company on board. As reported by Bloombergduring a rare all-company gathering at Cupertino headquarters, he spoke to employees in person about: His message was clear. Apple has to win with AI. And now is the time to make it happen.
Cook called AI a generation shift and compared its impact to the effects of the Internet, smartphones and cloud computing. “Apple has to do this. Apple does this. This is ours,” he said. He promised that Apple would spend what it takes to compete.
The company is slower than others to deploy AI tools. Apple Intelligence (its major AI product) was introduced long after companies like Openai, Google and Microsoft launched their own products. And even when Apple finally announced its plans, the response was overwhelming.
See: Why Apple plays it slowly with AI
However, Cook noted that Apple often appeared late in new technology. “I had a PC in front of my Mac, I had a smartphone in front of my iPhone,” he reminded the staff. “There were many tablets before the iPad.” Apple didn’t invent these categories, he said, it only made them better.
Building the future of Siri
Much of the company’s current AI work is focused on Siri, the voice assistant. Apple originally planned a major overhaul as part of Apple Intelligence, so it added features with a large language model. However, its development was slow, leading to internal shakeups and a system-wide rethink.
Apple’s software chief Craig Federighi told employees that trying to merge older and newer versions of Siri doesn’t work. The team tried to maintain the original system for basic tasks such as setting timers, and added generation AI capabilities for more complex requests. However, the hybrid setup did not meet Apple’s standards. “We realized that our approach will not be led by Apple’s quality,” he said.
Now, the team is rebuilding Siri from scratch. A completely new version is currently underway, which is expected as early as spring 2026. Federigi said the results so far have been strong and could lead to more improvements than originally planned. “There’s no project that people take more seriously,” he told staff.
The key figure behind this new direction is Mike Rockwell, the executive who led the development of Apple’s Vision Pro headset. Rockwell and his software team are currently leading the Siri redesign. Federighi said they “supercharged” the work, bringing a new level of focus.
Investing in AI talent and tools
Apple is also rapidly expanding its AI team. Cook said the company has hired 12,000 people over the past year, with 40% of them participating in research and development, and many of those adoptions focused on AI.
Part of the work involves hardware. Apple is building new chips specifically designed specifically for AI, including a more powerful server chip internally known as “Baltra.” The company also opens an AI server farm in Houston to support future projects.
Beyond Siri, Apple is quietly building what could become the main AI tool. According to BloombergApple, Mark Gurman, formed a team called “Answers, Knowledge and Information” (AKI). The group’s job is to create searches that work like ChatGpt. This is not just about showing the link, but about giving a direct answer.
The AKI team is led by Robby Walker, who has reported to AI Chief John Giannandrea, and Apple already employs engineers from the group. Details are still limited, but the project appears to include backend systems, search algorithms, and even standalone apps.
Push to move faster
Cook also encouraged employees to start using AI more in their work. “We all already use AI in a critical way, so we have to use it as a company as well,” he said. He told employees to bring ideas to their managers and find ways to put AI tools into their products faster.
A sense of urgency was reflected during Apple’s recent revenue call. The company announced strong results, with a growth of around 10% in the June quarter, growing enough to ease concerns about slowing iPhone sales and weak outcomes in the Chinese market. Cook told investors that Apple is “significantly” increasing spending on AI.
However, the challenges remain. Apple expects to face a $1.1 billion hit from tariffs this quarter, and continues to deal with anti-trust pressure in the US and Europe. Regulators are checking how the company operates its app store and processes user data.
Cook acknowledged these issues at a staff meeting, saying Apple will continue to push regulators to adopt rules that do not undermine privacy or user experience. “We need to continue to push the regulatory intent,” he said.
New stores, new markets
Beyond AI, Cook touched on Apple’s retail strategy. The company plans to open new stores in emerging markets such as India, the United Arab Emirates and China. There’s a Saudi Arabian store on the way. Apple also focuses more on online stores.
“We need to be in more countries,” Cook said, adding that most of Apple’s future growth will come from new markets. That doesn’t mean that existing regions will be ignored, but the company has more opportunities to expand its global footprint.
What’s next for Apple products?
Cook did not reveal any details about the product, but he said, “I’ve never felt that excited or that energy before.”
The report suggests that Apple is working on several new devices, including a foldable iPhone, new smart glasses, updated home devices, and robotics. A major iPhone redesign is also being rumoured to mark next year’s 20th anniversary.
Cook didn’t confirm this, but he hinted at the big things ahead. “Product pipeline, I can’t speak. That’s amazing, guys. That’s amazing,” he said. “Some things will be seen soon, some will come later, but there’s a lot to see.”
Cautious but confident
Aph’s careful approach to AI may have slowed it down, but internally it appears that the company believes it has a slow and stable chance of winning the race. The message to Cook’s employees was clear. Apple can still define what a useful and responsible AI looks like. And everything that gets there is a deck.
(Photo: Apple via YouTube)
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