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Apple CEO Tim Cook held an hourlong all-hands meeting in which he told employees that the company needs to win in AI<\/a>, according to Bloomberg\u2019s Mark Gurman.<\/p>\n The meeting came after an earnings call in which Cook told investors and analysts that Apple would \u201csignificantly\u201d increase its AI investments<\/a>. It seems he had a similar message for Apple employees, reportedly telling them, \u201cApple must do this. Apple will do this. This is sort of ours to grab.\u201d<\/p>\n Despite launching a variety of AI-powered features in the past year under the Apple Intelligence umbrella, the company\u2019s promised upgrades to its voice assistant Siri have been significantly delayed<\/a>. And Cook seemed to acknowledge that the company has fallen behind its competitors.<\/p>\n \u201cWe\u2019ve rarely been first,\u201d he reportedly said. \u201cThere was a PC before the Mac; there was a smartphone before the iPhone; there were many tablets before the iPad; there was an MP3 player before iPod.\u201d But in his telling, that didn\u2019t stop Apple from inventing the \u201cmodern\u201d versions of those products.<\/p>\n<\/div>\n