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.

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 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,