Apple is intensifying its focus on artificial intelligence (AI) after a delayed response to the technology's rapid advancement following ChatGPT's success two years ago. CEO Tim Cook and software chief Craig Federighi addressed Apple employees, emphasizing the company's commitment to investing in AI development. Cook stated that Apple "must" figure out AI and is prepared to make the necessary investments, describing the AI opportunity as "sort of ours to grab." Federighi discussed the challenges with Siri's development, acknowledging delays and the initial approach to building the voice assistant. Despite earlier skepticism about AI's importance, Apple’s recent shift highlights its effort to catch up in the competitive AI landscape. Additionally, some analysts suggest Apple might consider acquiring AI startup Perplexity to accelerate its AI capabilities. Meanwhile, Apple’s reliance on the Chinese market has helped it surpass analysts’ pessimistic forecasts, even as it navigates its AI strategy.