Delays at Apple Intelligence: “We were rarely the first”

Apple boss Tim Cook and parts of the Apple management team are said to have held an internal “Pep Talk” of one hour after the announcement of the official quarterly figures for March to June 2025. According to one Bloomberg report the company tried to spread a good atmosphere at the all-hand meeting, which concerns the apparently failed AI strategy. Cook concluded with statements that he had made before journalists and analysts shortly before. So he emphasized against Wall Street that Apple was “very open” for billions of billions, because it was one of the “most profound technologies of our time”.

AI more important than the Internet and the cloud

In front of the assembled staff, Cook said that they had an “incredible” product pipeline in preparation. The AI revolution is “so large or even larger” than the Internet, smartphones, cloud computing and app business. “Apple has to do that. Apple will do it. It’s something we can take,” said Cook. There will be the necessary investments for this.

The Apple boss recalled that Apple was typically later with exciting new technologies. “We were rarely the first,” he said with an optimistic tone. So there was a PC in front of the Mac, a smartphone in front of the iPhone, many tablets in front of the iPad and MP3 player before the iPod. Apple had created the “modern” versions of these product categories. “That’s how I feel at AI.”

Siri a “much bigger upgrade”?

At the all-hand meeting, Cook also spoke about the farewell of Coo Jeff Williams, who is considered the right hand of cooks, progress in the field of health products (such as AirPods Pro as hearing aid) or the increasing number of views in the billionthers Apple TV+. Cook mentioned Apple’s goal of becoming “climate -neutral” in the entire supply chain by 2030 and listed the difficulties in connection with regulatory measures against “Big Tech”. These “things” could ensure that the user experience is “destroyed” and suffered privacy and security. The all-hand meeting was carried out by Apple’s Steve-Jobs Theater, which once served as a keynote event location. According to Cook, Apple hired 12,000 new employees last year, 40 percent from the fields of research and development.

Software chief Craig Federighi was also on site at the meeting. According to him, there was the results that we needed in a “end-to-end-Revamp” by the voice assistant Siri “. The system will deliver a “much larger upgrade” than previously considered. No project is taken more seriously. However, the new Siri is not to be released until next year. Cook, in turn, emphasized that the employees should be incorporated into their work and new products more quickly and more often. “If we don’t, we will fall back and we can’t do that.”