‘AI is ours to grab, we can’t be left behind’, Tim Cook tells Apple employees in a rare all-hands meeting

Apple CEO Tim Cook

Apple’s leadership is going on the offensive. Less than 24 hours after its blockbuster Q3 earnings, CEO Tim Cook and senior vice president Craig Federighi addressed employees in a rare all-hands meeting, doubling down on AI as the company’s next “must-do” frontier. “Apple must do this. Apple will do this. This is sort of ours to grab,” Cook said, making it clear that Apple’s AI investment isn’t optional —it’s inevitable.

According to a report by Bloomberg, Cook reminded employees that Apple’s strategy has never been about being first, but being right. He invoked Apple’s history —there were PCs before the Mac, smartphones before the iPhone — but Apple’s execution turned them into cultural landmarks. The same patience, he implied, will apply to AI.

A key talking point was Siri’s delay. Federighi admitted the hybrid architecture planned for the revamped Siri wasn’t delivering “Apple quality.” However, he assured that the pivot to a more robust end-to-end revamp has yielded better results, promising an upgrade “bigger than we envisioned.” The improved Siri is now slated for Spring 2026.

Interestingly, Cook pushed for internal AI adoption, urging Apple employees to integrate AI into their workflows or risk falling behind. This marks a cultural shift for Apple, which has historically been cautious in rolling out AI features.

The meeting wasn’t just about AI. Other topics included Apple TV+ growth, AirPods Pro’s potential hearing aid features, community initiatives, and global expansion. There was also a nod to upcoming products, though specifics were kept vague.

Historically, Apple doesn’t hold all-hands meetings unless something big is brewing — iPhone 4’s antenna issues, the HomePod discontinuation, and AirPower’s cancellation being past examples. This meeting felt different, claims the report. It was Apple acknowledging external criticism, but also rallying its internal troops, signalling that AI isn’t just a feature but it’s the next defining chapter,