If the hundred-million-dollar AI investments at Microsoft, Google, and Amazon—and NFL-level salaries for AI expertise—weren’t sufficient to substantiate the massive tech AI race is on, Apple’s CEO has simply addressed any remaining doubt.
Apple CEO Tim Cook dinner advised workers at an all-hands assembly at its principal campus in Cupertino, California that the AI revolution is “as massive or larger” than the web, smartphones, cloud computing, and apps. In line with Bloomberg’s Energy On publication, Cook dinner advised workers that “Apple should do that,” including that that is “ours to seize.” Cook dinner expressed hopes that, although Apple has been comparatively late in rolling out AI instruments—Apple Intelligence was solely unveiled in June—it might nonetheless dominate its rivals.
“We’ve hardly ever been first,” the CEO advised employees. “There was a PC earlier than the Mac; there was a smartphone earlier than the iPhone; there have been many tablets earlier than the iPad; there was an MP3 participant earlier than iPod.”
However Cook dinner argued that Apple invented the “fashionable” variations of these merchandise, including: “That is how I really feel about AI.” He additionally mentioned sensible steps Apple is taking to make these plans a actuality. Cook dinner stated Apple is investing in AI in a “massive manner,” and that 40% of the 12,000 workers employed final yr are set to work on analysis and improvement.
These feedback a few massive AI push from Apple are unlikely to be simply speak. Bloomberg reported earlier this week that the corporate is engaged on a brand new cloud-computing chip, code-named Baltra, to energy new AI options. In the meantime, Cook dinner advised CNBC earlier this week the corporate was open to buying firms to assist it get forward within the AI race.
Dramatic ultimatums to employees about AI pivots are cropping up increasingly amongst Apple’s rivals. Former Google CEO Sergey Brin, who just lately returned to the corporate, advised workers that 60-hour weeks, largely within the workplace, could be anticipated to win the AI race.
Really helpful by Our Editors
Allegations about boiler-room-level strain have gotten more and more frequent throughout big-name AI companies. Three weeks after leaving his function at OpenAI, former engineer Calvin French-Owen just lately went public about widespread burnout on the firm. He described a high-pressure, secretive setting so intense that management just lately gave the complete firm per week to recharge, in line with Wired.
Disclosure: Ziff Davis, PCMag’s guardian firm, filed a lawsuit towards OpenAI in April 2025, alleging it infringed Ziff Davis copyrights in coaching and working its AI methods.
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About Will McCurdy
Contributor
I’m a reporter protecting weekend information. Earlier than becoming a member of PCMag in 2024, I picked up bylines in BBC Information, The Guardian, The Occasions of London, The Every day Beast, Vice, Slate, Quick Firm, The Night Commonplace, The i, TechRadar, and Decrypt Media.
I’ve been a PC gamer because you needed to set up video games from a number of CD-ROMs by hand. As a reporter, I’m passionate concerning the intersection of tech and human lives. I’ve coated every little thing from crypto scandals to the artwork world, in addition to conspiracy theories, UK politics, and Russia and international affairs.
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