Apple CEO Tim Cook held an hourlong all-hands meeting in which he told employees that the company needs to win in AI: "Apple must do this. Apple will do this."

Apple CEO Tim Cook boasted about the potential of AI and the company’s approach to developing it in a rare all-hands today that was reported on by Bloomberg. Apple has been slow to roll out some of its AI features and has stumbled with a planned AI-powered upgrade to Siri, which it delayed earlier this year.

Apple CEO Tim Cook signaled on Thursday the iPhone maker was ready to spend more to catch up to rivals in artificial intelligence by building more data centers or buying a larger player in the segment,