In a recent announcement, a leading technology company has made it clear that it is ramping up its efforts to compete in the rapidly evolving field of artificial intelligence. The CEO emphasized the significance of AI, describing it as one of the most transformative technologies of our era.
During the Q3 2025 earnings call, the CEO stated, “We view AI as a pivotal technology that will shape the future. Our commitment to integrating AI across our devices and platforms is stronger than ever, and we are significantly increasing our investments in this area.” This statement reflects the company’s long-standing philosophy of harnessing advanced technologies to enhance user experience and accessibility.
Further elaborating on the company’s strategy, the CEO mentioned that a substantial number of employees are being redirected to focus on AI initiatives. “We have an exceptional team dedicated to this mission, and we are channeling our resources to ensure its success,” he added.
The surge in AI investments is also contributing to a rise in capital expenditures, which have seen an increase this year. However, the company maintains a hybrid investment model, relying on partnerships with third parties for some capital investments, which may limit exponential growth in this area.
In a pre-call interview, the company expressed its openness to mergers and acquisitions as a means to accelerate its AI roadmap. The CEO revealed that the company has already acquired seven firms this year, although none were particularly large in terms of financial impact.
At the earnings call, the CEO noted that acquisitions are occurring at a steady pace, with one being made approximately every few weeks.
Despite facing criticism for lagging in the AI race, the company has announced several AI features that are currently in development. There have been claims that the company showcased an enhanced AI-driven assistant that was not ready for launch, leading to skepticism about its readiness.
In response to these criticisms, the company has defended its approach, stating that it prioritizes quality over speed. Rushing to release features that do not meet expectations could be detrimental, especially if they fail to deliver on their promises.
To date, the company has introduced over 20 AI features, including tools for visual intelligence and content creation. Looking ahead, it plans to roll out additional features such as real-time translation and an AI fitness companion, although enhancements to its virtual assistant have been postponed until 2026. The CEO assured investors that progress is being made on these updates.
Additionally, the CEO shared insights on how AI could influence the smartphone market, particularly with the emergence of new hardware. Recent comments from industry leaders suggest that AI-integrated glasses may become a key interface for interacting with technology, raising concerns about the future relevance of traditional devices.
However, the CEO expressed confidence in the enduring role of smartphones, stating, “I find it hard to envision a future without smartphones. While we are exploring various possibilities, I believe that AI devices will complement rather than replace existing technology.”
When asked about which AI technologies might become commoditized, the CEO refrained from providing specifics, citing strategic considerations.
The company reported stronger-than-expected iPhone sales and record revenue for Q3, which positively impacted its stock performance in after-hours trading.
This article has been updated with additional insights from the earnings call.