Apple AI investments are ramping up fast. In its latest earnings call, Apple announced a 10% year-over-year revenue increase and made it clear that AI is going to be a big part of its future. Speaking to CNBC, Tim Cook said the company is “significantly growing” its investments and embedding AI across its devices, platforms, and teams.
So far this year, Apple has acquired around seven companies. While none were massive deals, Cook hinted that Apple is open to more acquisitions if they help accelerate its roadmap. This lines up with rumors that Apple is considering buying Perplexity, an AI search startup that’s been gaining attention lately.
Cook called AI “one of the most profound technologies of our lifetime,” but Apple still has a long way to go. Just this week, Bloomberg reported that another high-level researcher has left Apple’s AI team for Meta. That marks the fourth major defection in a short span, and it raises questions about internal challenges.
Apple Intelligence, its main AI initiative, first launched last year and is expected to expand with new features in iOS 26. But Siri’s delays have cast a shadow over the rollout, and many in the industry feel Apple’s AI still lags behind leaders like OpenAI and Google.
Despite that, Apple’s strong financials and growing AI focus could mean big things ahead. Whether it’s more acquisitions or internal upgrades, one thing’s clear: Apple’s not sitting still anymore.
