Apple CEO Tim Cook recently hosted a company-wide meeting urging employees to seize the emerging opportunities in artificial intelligence (AI). Acknowledging that Apple has faced some delays in rolling out its AI initiatives compared to competitors, Cook highlighted the company’s history of not always being the first in new technology categories, but often catching up to eventually surpass rivals.

During the hour-long meeting, Cook emphasized that AI represents a pivotal moment for Apple. He expressed a strong sense of urgency, stating that the AI market is “ours to grab” and asserted that “Apple must do this, Apple will do this.” Cook reassured employees that the company is fully committed to advancing its AI capabilities and pointed to an exciting pipeline of upcoming products, which may include new innovations such as a folding iPhone.

Senior Vice President of Software Engineering, Craig Federighi, joined Cook in rallying the staff, outlining that the future of Apple is closely tied to the evolution of AI-driven products and services. The leadership team encouraged employees to recognize the transformative potential of AI, positioning it as a critical area of investment and development for the company’s next phase of growth.

The meeting also touched on other ongoing efforts within the company, including enhancements to popular offerings like Apple TV+ and AirPods, as well as Apple’s proactive response to increasing regulatory scrutiny. Cook’s message to employees was clear: while Apple may have taken its time entering the AI race, it now intends to lead with innovation, quality, and a user-centric approach. For both Apple’s workforce and its investors, the company’s renewed AI focus signals a determination to shape the future of consumer technology.