Apple on Thursday signaled that it’s getting more serious about its plans to catch up in the AI race.

“We see AI as one of the most profound technologies of our lifetime. We are embedding it across our devices and platforms and across the company. We are also significantly growing our investments,” CEO Tim Cook said on the Q3 2025 earnings call with investors. “Apple has always been about taking the most advanced technologies and making them easy to use and accessible for everyone, and that’s at the heart of our AI strategy,” he added.

Ahead of its call, the company also shared in an interview with CNBC that it’s planning to “significantly grow” its AI investments and is open to M&A to accelerate its AI plans. The company also noted that it has already acquired seven companies this year. None was “huge” in terms of dollar amount, Cook said.

Apple has been criticized for having been caught off guard by the AI era; it has announced a number of AI features that it has, so far, failed to ship. The company was even accused of showing off an improved AI-powered version of Siri that wasn’t close to being ready to launch.

But Apple has defended itself by saying that it doesn’t need to rush — that launching the wrong features or the wrong products just to be first would be a mistake. That’s especially true if those products don’t work as promised.

So far, Apple says it has launched more than 20 Apple Intelligence features, including visual intelligence, cleanup, and writing tools.

Later this year, Apple plans to launch AI features like live translation and an AI-powered workout buddy, but the more personalized Siri’s improvements have been delayed to 2026.

Apple delivered better-than-expected iPhone sales and record revenue in Q3, which saw its stock pop in after-hours trading.