Apple CEO Tim Cook has issued a rallying cry to his employees on AI during a fiscal earnings call, in which he said the current AI revolution is as big, or even bigger than the advent of the internet and smartphones.
Cook has declared that the smartphone behemoth has to win the AI arms race.
He conceded that the company has rarely been first when it comes to introducing new technology, and many analysts and investors have voiced concern over whether or not Apple can keep pace with other players in the AI marketplace.
Cook was quick to point out that they were the first to build the modern versions of the Mac, iPod, iPad, and iPhone and believes history will repeat itself when it comes to AI.
Many of Apple’s rivals have invested aggressively in LLM’s, but Cook has adopted a different strategy towards AI, and has opted instead to invest more on on-device intelligence.
When pressed on whether or not Apple would be open to pursuing a strategy that focused on acquisitions in the AI space, Cook said he was very ‘open’ to mergers and acquisitions to accelerate their own AI roadmap.
Also discussed during the earnings calls, was the update on their new more personalised Siri, which is expected to be released next year with a series of new features.
Cook said they wanted Siri to have new AI features across the platform that enabled it to be more personal, private and seamlessly integrated.
