Apple is making bold moves to accelerate its artificial intelligence strategy, with CEO Tim Cook confirming a significant increase in both AI investment and the pace of acquisitions. As competition intensifies across the tech industry, Apple is ramping up efforts to embed AI more deeply across its products and services. Cook emphasized that AI is “one of the most profound technologies of our lifetime,” and outlined the company’s plan to expand its spending, reorganize teams, and shift more employees toward AI-related roles.

One highlight of Apple’s strategy is a substantial commitment to research and development as well as to building up its AI infrastructure. This includes establishing new facilities in the United States, reducing supply chain vulnerabilities, and supporting domestic innovation.

While Apple’s recent progress in AI has lagged behind rivals like Google and OpenAI, the company is not content to play catch-up for long. Cook revealed that Apple has acquired several smaller companies this year and is open to much larger acquisitions if they would accelerate its AI roadmap. The focus is on whether an acquisition can help Apple leap forward, regardless of the target company’s size.

Looking forward, Apple’s AI initiatives are set to deliver new features, such as a more personalized and private Siri experience, live translation capabilities, and AI-powered tools integrated across iOS and other Apple platforms. These investments signal a clear shift in Apple’s priorities, with AI set to become increasingly central to its innovation strategy and future product offerings. As the company continues to strengthen its position in AI, it’s clear that Apple aims to ensure its technology remains both cutting-edge and accessible to users worldwide.