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 CEO Tim Cook signaled on Thursday the iPhone maker was ready to spend more to catch up to rivals in artificial intelligence by building more data centers or buying a larger player in the segment,