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.

Thanks to AI, and Apple is increasingly finding itself trailing, rather than leading. But it has a plan to change that, and emerge victorious.