In the past week, Apple’s shown its interest in improving its place in the quickly developing world of artificial intelligence (AI). During the recent Q3 2025 earnings call, CEO Tim Cook outlined the company’s plans to introduce several AI features later this year, including live translation services and an AI-powered workout buddy. This acquisition is a clear sign that Apple wants to make up for lost time in this AI race, especially with increased competition in all technology fields.
The dividend announcement comes on the heels of huge iPhone sales and record third quarter revenue. This achievement caused a stock explosion for Apple when most of Wall Street was still resting in after-hours trading. Tim Cook’s line on this has been that Apple is slowly adding AI features. He emphasized that the company is not hurrying the creation of new features. AI is arguably the most profound technology ever,” he declared. We are embedding it across our vehicles, platforms and entire company alongside growing our investments.
While Apple has made impressive strides, it has come under fire. Meanwhile its schedule for bringing those personalized Siri improvements has been delayed until 2026. Rumors started flying that Apple announced an AI-powered version of Siri. Though lots of people said it wasn’t ready to go live. In response, Cook promised investors that the company would focus on quality—not speed. He was adamant that releasing bad products or features in a race to be first would be a major failure.
Whatever the motive, Apple is clearly on a mission to innovate in AI. This year the company has already bought seven companies and is keen on chasing more mergers and acquisitions to accelerate its AI plans. During a recent interview with CNBC, Cook described the acquisition as not being “huge” acquisitions in terms of dollar figures. He underscored their geostrategic importance in augmenting Apple’s talent.
“Apple has always been about taking the most advanced technologies and making them easy to use and accessible for everyone, and that’s at the heart of our AI strategy,” Cook noted during the earnings call. It’s a testament to Apple’s guiding principle of making the latest, most advanced technology accessible in intuitive and delightful products.
Apple’s laying the groundwork for an incredibly exciting year in 2024. At least we can hope, as they’re all likely to tease some new and exciting details about their generative AI advancements and pipeline. The tech giant has been spending billions of dollars in this area. Industry observers will be watching closely to see how Apple solves the competitive landscape conundrum and rolls out AI across the board.