Apple bets on Artificial Intelligence for the future
Apple has recently reaffirmed its commitment to Artificial Intelligence, announcing significant investment growth and a strategy to embed AI across all its devices and services. During the Q3 2025 earnings call, CEO Tim Cook emphasized that AI is seen as one of the most transformative technologies of our time, stating:
"Apple has always focused on making the most advanced technologies easy to use and accessible to everyone, and that’s at the heart of our AI strategy."
Tim Cook, CEO Apple
Internal reorganization and strategic acquisitions
To strengthen its position, Apple is reallocating many employees to AI projects and has already acquired seven companies in 2025 to accelerate its technology roadmap. While none of these acquisitions were described as “huge” in financial terms, the pace—about one every few weeks—shows the company’s determination.
Investments and hybrid model
The increase in AI investments is also reflected in higher capital expenditures (CapEx) compared to last year. However, Apple continues to use a hybrid model, relying on external partners for infrastructure investments, thus avoiding exponential cost growth.
New AI features and Apple’s vision
Despite some criticism for lagging behind competitors in releasing AI features, Apple has already introduced over 20 new “Apple Intelligence” functions, including writing tools, cleanup, and visual intelligence. By the end of the year, new features like live translation and an AI-powered workout assistant are expected, while a more personalized Siri is scheduled for 2026.
The future of iPhone in the AI era
Addressing speculation about new AI devices, such as smart glasses suggested by Meta, Tim Cook reiterated the iPhone’s central role:
"It’s hard to imagine a world without the iPhone. AI devices are likely to be complementary, not replacements."
Tim Cook, CEO Apple
Financial results and outlook
Apple closed the third quarter with better-than-expected iPhone sales and record revenues, confirming investors’ confidence in the company’s AI strategy.