Apple CEO Tim Cook has told the employees that the company is being “all in” on Artificial Intelligence, describing it as more than the Internet and smartphone era, or more technology revolution. According to Bloomberg, Cook conveyed the message at a rare allhands meeting held at the company’s ONCAMPUS Auditorium after the latest income report of the iPhone manufacturer. The address was aimed at activating apple employees around AI and which Cook called the company’s “amazing” pipeline as the “amazing” pipeline of future products.

“Apple should do this. Apple will do so. It is like us to grab,” Cook told the staff. “We will invest to do it,” he said.

The CEO compared the rise of AI to previous technical innings. “We have rarely lived before,” he said. “There was a PC before Mac; there was a smartphone before the iPhone; there were many tablets before iPad; there was an MP3 player before the iPod. It’s how I feel about AI.”

Cook said that the company was “open” to merge and acquire to accelerate progress. Reports have suggested that Apple has also weighed potential acquisitions, including AI search engine Perplexity and French Startup Mistral AI.

Apple was behind Openai, Alphabet and Microsoft, when he announced his Apple Intelligence features last year – and yet, many of those tools failed to come on time for the iPhone 16 launch, leading to some strange delays and disputes.

But reduced the concerns of cooking about slow rollouts and said that probably not before, but Apple saves best. However, he urged the employees how soon to integrate AI in Apple’s work. “We are already using AI in an important way, and we should also use it as a company,” Cook said. “Will not be left behind to do this, and we can’t do that.”

AI Strategy and Baltra Chips

Cook said that 12,000 new fare had joined Apple in the last one year, with 40 percent of the roles focused on research and development. Most of the AII strategies of Apple are included in this effort, especially its inhouse chip development led by Johnny Srouji.

Bloomberg has reported that Apple is creating a new cloud -cumpy chip, codenne name Baltra, especially designed to power AI features. Along with this, a dedicated AI server construction facility is being set up in Houston.

Tariff, retail expansion and new market

The meeting also touched other priorities. Cook admitted that tariffs remain a challenge from the Trump administration, saying that they would create a $ 1.1 billion headwind for the current quarter. Nevertheless, Apple remains optimistic about sales and highlights that the app store revenue has increased a doublegite percentage in the previous quarter despite regulatory pressures in Europe and other places.

Retail is also a focus area. Cook said Apple is opening outlets in India, United Arab Emirates and China this year, and preparing to add its first place in Saudi Arabia next year “.

“We need to live in more countries, and you will see us going to especially more emerging markets,” he told the employees. He insisted, “This does not mean that Apple would ignore other places,” but “odd amounts of development” will come from new areas.

Cook also addressed the company’s climate goals, Apple TV+ growth and increased regulatory investigation of Big Tech. “The reality is that Big Tech is investigating a lot around the world,” he said. He said, “We need to continue to further the intention of regulation and continue to introduce them, rather than these things, which destroy user experience and user privacy and security,” he said.