According to Bloomberg's report, Apple CEO Tim Cook held a one-hour all-hands meeting where he informed employees that the company must succeed in the field of artificial intelligence.

This meeting took place after a earnings call where Cook told investors and analysts that Apple would "substantially" increase its AI investments. He reportedly conveyed a similar message to staff, stating, "Apple has to do this. Apple will do this. This is an opportunity we need to seize."

Although various AI features under Apple Intelligence were launched in the past year, the promised upgrades for the voice assistant Siri have been significantly delayed. Cook reportedly acknowledged that the company is falling behind competitors.

"We rarely are first," he was quoted as saying. "There was a PC before the Mac; there were smartphones before the iPhone; there were many tablets before the iPad; and there was an MP3 player before the iPod." However, he added that this historical perspective didn't prevent Apple from inventing the "modern" versions of these products.