Apple has quietly intensified its efforts in artificial intelligence, acquiring seven companies in 2025. CEO Tim Cook revealed the news during a recent CNBC interview following the company’s quarterly earnings call. Although he noted that none of the deals involved massive sums, Cook emphasized their strategic importance across different areas of the business—not just AI.
These smaller acquisitions reflect Apple’s consistent approach to integrating useful technologies rather than making headlines. Cook stated, “We’re open to M&A that accelerates our roadmap, and we’re not closing anything off there.”
Apple’s last major acquisition was Beats Electronics in 2014, valued at around $3 billion. Since then, the company has continued focusing on acquiring firms that strengthen its long-term vision rather than pursuing big-name takeovers.
AI Spending Ramps Up
Cook also confirmed that Apple increased its AI spending in the June quarter and will continue to do so in the September quarter. At WWDC 2025, Apple introduced its Apple Intelligence platform, showcasing new features such as a smarter Siri, advanced writing tools, and personalized emoji generation. The system blends on-device processing with secure cloud support, preserving user privacy.
This investment reflects Apple’s focus on creating AI that works seamlessly with its hardware and software. Unlike competitors, Apple avoids massive investments in data centers or large-scale models, instead opting for a privacy-first approach.
Siri’s Makeover Still Underway
While the AI-enhanced Siri hasn’t launched yet, Cook assured that progress is steady. The redesigned Siri is expected to roll out in 2026, offering a more personalized experience. Cook highlighted that Apple aims to make powerful technology simple and accessible—a philosophy that guides their AI direction.
As AI reshapes the tech landscape, Apple’s behind-the-scenes efforts indicate a steady commitment to intelligent innovation, executed in a way that fits the brand’s focus on privacy, integration, and user experience.
