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,

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.

Apple will do this. This is sort of ours to grab. We will invest to do it," said Cook as he acknowledged Apple's historical pattern of entering markets later than competitors but ultimately reshaping them with superior products.