Apple Inc. for one, seems to be doubling down on its AI investments. They’re building their own foundation models, teaming up with the best of the rest’s third-party large language model (LLM) providers, and pursuing mergers and acquisitions (M&A). Apple’s chief exec Tim Cook explained just how powerful this strategy can be during the Q4 2025 earnings call. He stressed the importance of AI in shaping consumer decisions and reiterated the company’s focus on enhancing its AI technologies.
Apple is doing even more, designing its own foundation models and running them locally on its devices. This risk-based approach is a smart way to unlock AI capabilities while protecting user privacy. The company is leveraging its Private Cloud Compute system, purpose built to support secure AI processing. This inventive method is powering a wide range of services, from self-driving cars to Siri. As Cook noted, Apple has already rolled this technology out for many queries to Siri. The company is simultaneously rolling out its Private Cloud Compute infrastructure.
Apple in turn is working on its own advanced proprietary technology. Meanwhile, the company works with OpenAI on adding ChatGPT to Siri and its Apple Intelligence systems. This strategic partnership is set to enhance the efficacy of Apple’s voice assistant and AI products, as a whole. Cook hinted at the company’s potential AI partnerships, pointing to a willingness to strengthen its AI capabilities going forward.
We’re making good progress on it, and as we’ve shared, we expect to release it next year,” Cook stated, referring to Apple’s advancements in AI technology. He sounded most bullish about the company’s prospects. He sees AI playing a major role in how consumers decide on their next smartphones.
Apple, of course, isn’t just looking to improve things from within. They’re said to be actively tracking potential M&A targets. The company is constantly surveilling the market for strategic acquisitions, which can complement and accelerate its AI roadmap. Cook stated, “Our intention is to integrate with more people over time,” indicating that Apple intends to expand its collaborative efforts within the technology sector.
In that regard, the company has moved aggressively in recent years to become the primary server maker for Apple Intelligence. They’re currently running from a new base located in Houston, TX. Cook pushed back against this notion, describing the ramp-up of this operation as “robust.” He noted Apple’s commitment to improving its data centers with cutting-edge infrastructure.
“I would say that Apple Intelligence is a factor, and we’re very bullish on it becoming a greater factor,” Cook emphasized, underscoring the significance of AI in Apple’s future endeavors.
