Apple CEO Tim Cook Rallies Employees: “To Not Use AI Would Leave Us Behind”

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Cupertino, August 26, 2025 – Apple CEO Tim Cook has declared artificial intelligence (AI) as the company’s next great frontier, urging employees to embrace it fully or risk falling behind competitors.

In a rare, hour-long all-hands meeting at Apple’s Cupertino headquarters, Cook described AI as a transformative force, equal to or greater than the internet, smartphones, and cloud computing. “Apple must do this. Apple will do this. This is ours to grab,” Cook told staff, according to Bloomberg sources.

Apple’s Late but Confident Entry into AI

Cook acknowledged Apple’s delayed start compared to rivals like OpenAI’s ChatGPT and Google’s AI tools. However, he highlighted Apple’s history of redefining markets despite not being first movers.
“There was a PC before the Mac, and a smartphone before the iPhone,” Cook reminded employees. “We’ve rarely been first, but we’ve defined the modern versions of those categories. I believe AI will be no different.”

Apple’s flagship initiative, Apple Intelligence, launched later than its competitors but aims to integrate AI deeply into products and services. Senior VP Craig Federighi revealed that Apple abandoned a hybrid Siri plan, instead rebuilding it entirely on large language models, with Vision Pro creator Mike Rockwell now leading development.

“There is no project people are taking more seriously,” Federighi said.

A Massive Hiring and Infrastructure Push

Cook disclosed that Apple has hired 12,000 new employees in the past year, with nearly 40% dedicated to research and development for AI. The company is also designing specialized cloud-computing chips (code-named Baltra) and constructing a new AI server facility in Houston to support its growing infrastructure.

Navigating Regulatory and Political Challenges

Despite optimism, Cook warned about external pressures, including regulatory hurdles and the Trump administration’s proposed tariffs, which could cost Apple $1.1 billion per quarter. He criticized policies that undermine user privacy and experience:
“We need to continue to push on the intention of the regulation, not allow rules that destroy the user experience and security.”

“I’ve Never Felt So Excited”

Cook closed with a powerful message of optimism:
“I have never felt so much excitement and so much energy before as right now. AI is our biggest opportunity—and we cannot be left behind.”