Apple Doubles Down on AI, Addresses Siri Delay in Rare All-Hands Meeting
Apple is reaffirming its commitment to artificial intelligence and providing a detailed look at the challenges behind the delayed revamp of Siri, as revealed in a rare all-hands meeting with employees on Friday. The address, led by CEO Tim Cook and senior vice president Craig Federighi, came less than a day after the company exceeded Wall Street’s quarterly expectations, signaling confidence amidst ongoing scrutiny of its AI strategy.
Cook: AI is “Ours to Grab”
Tim Cook delivered a forceful message to Apple Park employees, emphasizing the critical importance of AI development for the company’s future. “Apple must do this. Apple will do this. This is sort of ours to grab,” Cook stated, according to reports. He further assured the workforce that Apple is prepared to invest significantly in achieving its AI goals.
This commitment is particularly noteworthy given Apple’s historical approach to technology adoption. As Cook pointed out, the company has often entered markets after initial innovation. “We’ve rarely been first,” he reportedly said. “There was a PC before the Mac, a smartphone before the iPhone, many tablets before the iPad, an MP3 player before iPod.” This pattern, Cook implied, allows Apple to learn from early mistakes and deliver superior products.
Siri’s Roadblocks and a 2026 Launch
A significant portion of the meeting focused on the delayed improvements to Siri, Apple’s virtual assistant. Craig Federighi explained that the setbacks stemmed from difficulties integrating new technologies. Specifically, the team encountered challenges merging the functionalities of setting alarms with the broader demands of everyday smartphone use within a large language model, as demonstrated during the 2024 Worldwide Developers Conference (WWDC).
“We initially wanted to do a hybrid architecture,” Federighi reportedly said. “We realized that approach wasn’t going to get us to Apple quality.” The company is now pursuing a complete overhaul of Siri, and Federighi expressed confidence in the new direction. “The work we’ve done on this end-to-end revamp of Siri has given us the results we needed,” he stated. “There is no project people are taking more seriously.” The updated Siri is now projected to launch in the spring of 2026.
Beyond AI: A Broad Range of Topics
The hour-long meeting covered a wide array of topics beyond artificial intelligence and Siri. Discussions included strategies to improve Apple TV+ viewership, advancements in AirPods Pro hearing aid capabilities, employee community service initiatives, expansion into emerging markets, and a preview of upcoming products. The retirement of Chief Operating Officer Jeff Williams, regulatory efforts, and environmental concerns were also addressed.
A Shift in Listening?
Apple has traditionally maintained a degree of distance from public criticism, prioritizing direct user feedback. However, the format of Friday’s meeting suggests a potential shift. Sources indicate that the discussion incorporated feedback from sources like AppleInsider, MacRumors, and 9to5Mac – outlets Apple reportedly monitors closely.
This all-hands meeting is a rare occurrence for Apple, with previous instances occurring in response to significant events like the iPhone 4 antenna issue, the discontinuation of the original HomePod, and the cancellation of the AirPower wireless charging pad. The fact that Apple convened such a meeting suggests a willingness to engage with employees and address concerns more directly.
Overall, the message from Apple leadership was clear: the company is committed to AI, addressing challenges head-on, and potentially becoming more receptive to external feedback. This proactive approach signals a new chapter for the tech giant as it navigates the rapidly evolving landscape of technology.
