Apple is increasing its investment in artificial intelligence and made seven acquisitions in 2025, according to CEO Tim Cook.
In a recent CNBC interview following the company's earnings call, Cook said Apple has acquired seven companies in 2025. He explained that the deals covered different parts of the company and weren't all focused on AI.
"None of those have been huge in terms of dollar amount," Cook said. "But we're open to M&A that accelerates our roadmap, and we're not closing anything off there."
Apple has a history of buying smaller companies that bring in useful technology or talent. The company rarely publicizes its acquisitions, and the purchases are usually designed to strengthen existing products or infrastructure.
Its biggest deal so far remains Beats Electronics, which it bought for about $3 billion in 2014.
The latest round of deals continues that pattern. Apple is staying focused on strategic moves that fit its long-term goals rather than chasing headline-making acquisitions.
AI spending steps up in back-to-back quarters
Cook also said Apple is putting more money into AI. While he didn't give a specific number, he confirmed that spending increased in the June quarter and is set to rise again in the September quarter.
The company previewed Apple Intelligence during WWDC in June. The platform powers new features like improved Siri, writing tools, and custom emoji. It uses a mix of on-device processing and private cloud services to protect user privacy.
Apple's strategy is focused on keeping control. Instead of chasing scale for its own sake, the company is building AI features that work closely with its hardware and software.
That focus on integration helps Apple maintain quality and privacy, but it could limit how fast it moves in areas that depend on massive data or compute power. Even so, the increase in AI spending shows that Apple knows it can't sit still.
The tech world is changing quickly, and users expect smarter tools. Apple is responding in a way that fits its brand and mostly behind the scenes.
Siri revamp still in progress
Apple has delayed the launch of its AI-enhanced Siri, but Cook said the company is "making good progress on a personalized Siri." The assistant will play a central role in Apple's AI efforts.
In a Reuters interview, Cook emphasized Apple's broader approach to AI. "Apple has always been about taking the most advanced technologies and making them easy to use and accessible for everyone," he said, "and that's at the heart of our AI strategy."
Unlike rivals that have poured billions into large language models and data centers, Apple has so far avoided massive capital spending on AI infrastructure. Even so, Cook confirmed the company is "significantly growing" its AI investments.
During the earnings call with analysts, Cook confirmed that Apple's efforts with the upgraded Siri is going as planned and will launch in 2026. That's in line with previous reports.
