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Less than three months remain before Tim Cook hands over the CEO role to John Ternus, and he is reportedly directly shaping Apple’s AI strategy—an unusually hands-on level of involvement for him in more than a decade.
Bloomberg reporter Mark Gurman reports that Cook has taken a notably more direct role following concerns that Apple Intelligence did not meet expectations. Rather than only setting direction, he has begun to delve into the development of AI at Apple.
Cook is said to have personally reviewed the product development roadmap, offered input on specific features, and made decisions related to AI strategy. The shift is described as a departure from his typical management approach over the past ten years, which has generally involved attending product demos, providing feedback, and allowing subordinates to design roadmaps and execute them.
In a company-wide meeting lasting about an hour, Cook emphasized that AI is a technology with an impact “on par with Internet, smartphones, cloud computing, and apps,” according to the report. He framed AI as an opportunity Apple must seize.
The report links the change in Apple’s posture to broader industry developments. After the release of ChatGPT in late 2022, many competitors accelerated investment in generative AI, while Apple was viewed as slower to react.
Gurman says that after the difficulties of Apple Intelligence, Cook became more directly involved in AI than in any product project in roughly the last decade. He reportedly pressed leaders of related teams, including Craig Federighi, to accelerate development.
A nontraditional move by a CEO known for delegating has also been reflected in public messaging from Eddy Cue, head of services, who said that AI could completely alter the smartphone market within the next decade.
The timing of Cook’s involvement is notable because Cook is expected to hand over the CEO role to John Ternus on September 1, 2026. The redesigned Siri is described as one of Cook’s final major marks as head of Apple and as a foundation for the company’s AI strategy in the next decade.
WWDC 2026 is therefore viewed as particularly meaningful. If the new Siri delivers a more competitive AI experience, it could be a key step toward narrowing the gap with rivals.
Apple’s position is described as difficult relative to Google. Google has announced plans to replace Google Assistant with Gemini from 2025 and to roll Gemini out on Pixel devices, while Apple is still refining the next-generation Siri.
Some skepticism remains about whether Cook can steer the AI race, particularly because Apple is known for delivering polished products before launch. Even so, the report cautions that it is still early to conclude that Cook’s direct leadership will change the balance, adding that outcomes will depend on what Apple demonstrates and delivers to users in the coming months.
