Apple Stealthily Develops AI Search Tools While Tim Cook Inspires Employees for a ‘Revolutionary’ Initiative

Apple is pivoting to embrace artificial intelligence (AI), as CEO Tim Cook emphasizes its transformative potential, likening it to the internet and iPhone revolutions. In a recent all-hands meeting, Cook urged employees that “Apple must do this,” highlighting the company’s commitment to developing proprietary AI technology. Apple is establishing a new unit, Answers, Knowledge and Information (AKI), to create an “answer engine” that integrates with Siri and other services. This move comes after criticism of Apple’s late entry into generative AI; however, Cook maintains that refining existing tech aligns with Apple’s heritage. The company’s strategy includes hiring 12,000 employees, focusing 40% on R&D, and developing custom AI infrastructure, including a new cloud chip and server facility in Houston. While Siri has faced challenges, there are significant plans for its overhaul. With evolving market demands, Apple recognizes that leveraging AI is essential for future competitiveness.

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