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."

As per the usually reliable Mark Gurman at Bloomberg, the hour-long meeting was held right after Apple's most recent earnings call, and both Tim Cook and senior vice president of software engineering Craig Federighi were apparently upbeat about Apple's AI future.

Apple has struggled to complete with the likes of OpenAI, Google, and Microsoft in AI, but Tim Cook is convinced the battle's not over.