Apple Chief Tim Cook Ready To Spend Big To Fix The AI Malaise

Last Updated:August 04, 2025, 13:01 IST

Apple could be eyeing big moves in its bid to become an AI giant in the market where its rivals OpenAI and Google have a big lead

Apple AI plans could demand a big buy for its future

Apple’s AI issues and delays have been well documented but the company with a limitless pocket has the power to buy itself out of these issues. It seems that’s what Tim Cook, CEO, Apple will consider doing if its own internal AI projects don’t take off in time. Talking about the slow AI progress during a recent earnings call, Cook was quizzed about the company’s AI roadmap and how it plans to take on Google and OpenAI in this arena. 

We’ve already heard rumours about Apple internally looking at Perplexity as the ideal AI company to buy and build its own products around. And the latest statement from Cook hints at a similar move in the works, that could jumpstart its AI decisions. 

Buying Big Makes Sense 

Apple has been losing AI engineers and researchers, left-right and centre to its rivals who are paying big fat paychecks to poach them. 

Cook has been trying his best to internally keep the motivation going, and recently made a rousing speech in front of the employees, asking them to put most of their eggs in the AI basket. “AI is one of the most profound technologies of our lifetime. And I think it will affect all devices in a significant way," Cook was quoted saying in the meeting by Bloomberg. 

Finally Get Going?

The company has very little option but to spend in order to close in on its rivals. Perplexity, Anthropic with Claude and a few other names have popped up in the discussions.

Apple is also seemingly happy to work with its rivals to build a cohesive platform that supports a wide array of AI features. Having said that, its privacy pitch will only succeed if internal solutions are developed and deployed in the market.  

The AI renaissance also needs a robust and operational Siri upgrade, which has faced multiple launch delays already. The company talked about its misdirections with the previous iterations, and the new Siri AI release is widely expected around Spring time next year.

The iPhone 17 series launch is next month and we could see Cook and Co. share more about Apple AI and its plans, and possibly some new big-money deals that may or may not conclude by that time.

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