Apple Chief Executive Officer Tim Cook told employees in an hour-long all-hands meeting on 2 August that the company "must" win in artificial intelligence and is prepared to "significantly" raise spending to achieve that goal, according to reports cited by TechCrunch and Bloomberg. Cook acknowledged Apple has fallen behind in generative AI but drew parallels with earlier product categories where the company entered late yet went on to dominate. Software head Craig Federighi said a delayed, overhauled version of Siri is now showing "very promising" results and will rely on large-language-model technology running on custom Apple silicon. Apple has held talks with Perplexity, Mistral, OpenAI and Anthropic about supplying foundational models, people familiar with the discussions said. Cook emphasised that no project carries a higher priority inside Apple, describing AI as a shift potentially "bigger than smartphones and the internet." The renewed push comes as rivals including Meta Platforms recruit Apple engineers and as the company seeks to reassure staff and investors that it can regain ground in the fast-moving AI race.