Apple CEO Tim Cook, while addressing the company's employees recently, called Artificial Intelligence (AI) the biggest opportunity of the future. He clearly said that if Apple does not fully adopt AI, then the company will be left behind its competitors.
In an all-hands meeting held at Cupertino headquarters, Cook told the employees that the impact of AI can prove to be bigger than the Internet, smartphones and cloud computing. He added, "Apple has to do this, and we will do it. This opportunity is in front of us."
Direct appeal to employees
Cook stressed that every employee will have to include AI in their daily work and future product development. He said, "We are all already using AI, but now it is necessary to implement it at the company level as well. If this does not happen, we will be left behind and we do not have this option."
Late start but confidence to become a game-changer
Cook admitted that Apple started AI late because Apple Intelligence came after its rival ChatGPT and Google's tools. But he cited the company's old strategy that Apple often enters late but reshapes entire sectors. "PCs existed before Macs and smartphones before iPhones. But we modernized them. The same will happen with AI," Cook said.
Completely rebuilding Siri
Senior VP Craig Federighi revealed that the company abandoned plans for a hybrid Siri system because it was not meeting Apple's high standards. Now Siri is being completely based on Large Language Models (LLMs). The command of this project has been handed over to Mike Rockwell, the creator of Vision Pro.
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12,000 new hires and huge investment for AI
In the last one year, Apple hired 12,000 new employees, of which about 40% are engaged in research and development to speed up AI projects. The company is working on its own cloud-computing chips (codenamed: Baltra) and is also building an AI server facility in Houston, US.
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