Apple CEO Tim Cook has issued a rallying call to employees, emphasizing that the company “cannot afford to lose” in the intensifying race for artificial intelligence (AI) dominance, as competition from Microsoft, Google, and OpenAI heats up.

In a recent hour-long all-hands meeting, reported by Bloomberg’s Mark Gurman, Cook underscored Apple’s commitment to AI, following the company’s pledge to significantly boost AI investments during its latest earnings call. “This is Apple’s moment to seize,” Cook reportedly said, signaling a sense of urgency to strengthen the company’s position in the AI landscape.

Apple’s ‘Apple Intelligence’ initiative has introduced several AI-driven features, but the tech giant has faced criticism for trailing competitors, particularly with delays in upgrading its virtual assistant, Siri. Addressing these concerns, Cook reminded staff of Apple’s history of entering markets later but delivering transformative innovations. “We weren’t the first with the PC, smartphone, tablet, or MP3 player, but we redefined those categories with the Mac, iPhone, iPad, and iPod,” he noted.

The comments highlight Apple’s strategic focus on AI as the next major frontier in consumer technology, where rivals like Microsoft have integrated OpenAI’s models into Windows and Office, and Google has rolled out Gemini-powered products. Apple, known for its secretive approach, now faces pressure to showcase its AI advancements, with its upcoming iPhone launch and software updates expected to serve as critical platforms for demonstrating progress.

Analysts believe Apple’s expertise in hardware-software integration and its massive user base position it well for future AI breakthroughs, despite current challenges. As the company prepares for significant updates later this year, Cook’s message reflects a determination to not only compete but lead in the AI revolution.