In a rare all-hands meeting at Apple Park, CEO Tim Cook and Senior Vice President Craig Federighi spoke candidly to employees about the company’s direction in artificial intelligence. Just one day after Apple beat Wall Street expectations, Cook made it clear that Apple is going all in on AI.
“We must do this,” Cook said, emphasizing Apple’s readiness to lead in this space. He reminded employees that Apple has rarely been the first to adopt a trend, but often ends up setting the standard. From the iPhone to the iPad, Apple’s late entries have frequently reshaped industries.
Siri’s Makeover Underway
Federighi addressed concerns around the delayed Siri update, explaining that the project required combining two complex engineering systems. Initially, Apple aimed to use a hybrid architecture, but they soon realized it wouldn’t meet their quality standards.
“We now have the system we need to deliver not just what we promised—but more,” Federighi shared. The revamped Siri is expected to roll out in spring 2026.
Encouraging AI Use Internally
Cook also urged employees to embrace AI tools in their daily work. “We’re already using AI in meaningful ways, and we must go further. Falling behind is not an option,” he stressed.
This push reflects Apple’s broader strategy to stay competitive in a rapidly evolving tech landscape, where companies like Google and Microsoft have already integrated AI deeply into their products.
More Than Just AI
The meeting covered other updates as well. Apple discussed improvements in Apple TV+ viewership, upcoming product hints, community service programs, and environmental efforts. Cook also acknowledged the upcoming retirement of COO Jeff Williams.
A Rare Open Forum
Apple doesn’t often hold these meetings, making Friday’s gathering notable. According to internal sources, feedback from users—typically ignored—played a larger role this time.
By opening the floor and clarifying its goals, Apple appears ready to align its internal momentum with the external demands of a fast-changing tech world.
