Apple’s CEO Tim Cook signalled during the company’s recent earnings call that Apple is now willing to consider mergers and acquisitions (M&A) as part of its push into artificial intelligence. The announcement marked a shift from the company’s traditionally cautious approach to acquisitions, especially in areas such as foundational AI models and automation tools. According to Cook, the question Apple asks is simple: Can this company help accelerate our roadmap? If yes, they’re open to proceeding.
Up to now, Apple has mostly relied on in-house development, acquisitions of smaller firms and partnerships to build features like Apple Intelligence, its AI-powered assistant platform. But with competition intensifying from rivals like Google, Microsoft and OpenAI, Cook suggested Apple’s pace needs bolstering. He noted that “we’re making good progress” on upcoming AI initiatives, some of which are expected to launch in 2026, while also explaining that acquisitions might help cover gaps in capability or speed up time to market.
The shift extends beyond mere capital investment. Apple is re-allocating internal teams, increasing hiring around AI talent and tightening integration between hardware, software and AI services. It already held internal discussions about high-profile AI startups earlier this year. The message: Apple sees AI as one of the most defining technologies of our generation, and is willing to use acquisitions as a tool — not just organic development — to keep pace.
Critics say the move highlights how far Apple feels it must catch up, but it also signals maturity: admitting that internal innovation alone may not suffice. For users and observers, the implication is clear: Apple’s next major steps in AI may come not just from new iPhones or Macs but from new technologies brought in through acquisition. The question now becomes: which startup, tool or model will Apple buy next?
