In a rare, company-wide pep talk, Apple CEO Tim Cook delivered a blunt and motivational message: failing to fully embrace artificial intelligence (AI) would mean being left behind and Apple simply cannot afford that.

Cook acknowledged that Apple has historically been late to adopt emerging technologies, referencing a familiar pattern: “There was a PC before the Mac… a smartphone before the iPhone… but Apple invented the modern versions,” he reminded employees, drawing parallels to the current AI moment.

The stakes, he stressed, are monumental. AI is not just another wave it may be as transformative, if not more, than the internet or the smartphone era. To that end, Apple is making big moves: the company has onboarded 12,000 new hires dedicated to the AI push, signalling serious resource commitment.

"This opportunity is somehow ours that we should catch," Cook said while encouraging and reminded the employees that the strength of Apple is not in the first, but to re -create the ideas present and give them heights.

This message came at a time when competition in the AI region is getting faster and rival tech veterans are moving fast. Even though Apple's start was a bit slow, it is clear from Cook's address that the company wants to lead on the strength of innovation, not innovation.

In short, this appeal of Tim Cook is also a challenge and also a promise - to bow down to the Apple team, to imagine which is not yet made, and to ensure that the company shapes the future, not run after him.