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Apple is officially late to the AI party—and it shows.
But instead of rushing in with flashy half-baked features, Apple’s taking its sweet time. The company’s playing the long game, slowly shifting gears and betting big on getting things right, not just first.
CEO Tim Cook recently made it clear to investors that Apple’s now putting its full weight behind artificial intelligence—and they’re not just dipping their toes in. He called AI “one of the most profound technologies of our lifetime” and confirmed that Apple’s reshuffling staff, redirecting resources, and steadily embedding AI across its devices, platforms, and internal systems.
Apple’s strategy? Do what it always does: take cutting-edge tech and make it ridiculously easy to use. That, according to Cook, is the heart of their AI game plan. “We’re growing our investments significantly,” he said during the company’s third-quarter earnings call. “We’ve got a great team, and we’re putting all of our energy behind it.”
One quick look at Apple’s capital spending and you’ll know they mean business. The numbers are creeping up, even though they still rely on third-party partners for parts of their infrastructure. And they’re not just throwing money around—they’ve been quietly snapping up companies. Seven acquisitions already in 2025. Small in size, sure, but apparently big on strategy. “We’re making acquisitions at the rate of one every several weeks,” Cook casually dropped.
Now, Apple’s definitely been catching some side-eye for being slow to jump on the AI train. Let’s not forget—some of its hyped features, like the new AI-powered Siri, haven’t even shipped yet. Rumours suggest the demo version wasn’t even ready for showtime.
But Cook’s not having it. According to him, rushing just to compete? Not Apple’s style. “Releasing broken features just to say we were first? That’s not how we do things,” he’s said. And honestly, fair enough.
Still, Apple isn’t exactly sitting idle. Under its “Apple Intelligence” branding, the company has already dropped 20+ AI-powered features—Visual Intelligence tools, a smart Writing Assistant, a Cleanup feature, and more. There’s also a Live Translate and an AI Workout Buddy coming later this year. But the shiny new Siri? That’s been pushed to 2026.
Now, about the hardware—because of course someone asked Cook whether Meta’s futuristic AI glasses could steal the iPhone’s thunder. His response? Classic. “It’s difficult to see a world where iPhones aren’t living in it.” Mic drop. Though he didn’t rule out Apple exploring “other things,” he was firm that these new devices are more likely to add to the iPhone, not replace it.
And when pressed about what parts of AI Apple considers just everyday tech now, Cook played it cool. No spoilers, no leaks—just a smirk and a firm no comment. Strategic silence, much?
So while Apple’s AI future is still kinda locked in the vault, we’ve got one thing to be excited about in the short term: the iPhone 17 Air. If the leaks are true, it’s going to be the thinnest iPhone ever—and it’s set to drop next month. Let’s see if Apple’s quiet storm pays off.
**This news was published on India Today on 1st August, 2025.
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