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Apple has released its financial results for the third quarter of 2025, surprising with a 10 percent increase in revenue compared to the previous year. iPhone sales, in particular, rose significantly. At the same time, CEO Tim Cook announced that Apple is significantly expanding its investments in artificial intelligence (AI). This puts the company at the center of the tension between growth, innovation, and the race to catch up in the AI field.
Apple's role in AI development has increasingly come into focus in recent months. While other tech companies like Google, OpenAI, and Meta are making visible progress, Apple appears more cautious in many areas. This makes recent statements by Tim Cook, according to which the company has "significantly" increased its investments in AI, all the more important. At the same time, strong iPhone sales are sending positive signals, even though there are declines in other product categories.
iPhone 16 with double-digit sales increase
In the third quarter of 2025, iPhone revenue reached $44.6 billion – an increase of 13 percent compared to the previous year ($39.2 billion). The iPhone 16 models performed particularly well. According to Tim Cook, the popularity of these models is significantly higher than that of the iPhone 15 in the same period last year. According to Cook, sales growth of the iPhone 16, iPhone 16 Plus, iPhone 16 Pro, and iPhone 16 Pro Max is in the "strong double-digit range." He did not provide specific details on the best-selling models. According to Apple, the new model was primarily purchased by existing iPhone users. The new devices therefore appear to primarily appeal to upgraders – people who are already active in the Apple ecosystem and are now switching to a more powerful model.
Mac grows, iPad and wearables lose
The Mac segment also saw an increase. The new M4 Mac product line contributed to noticeable sales growth. At the same time, Apple recorded a decline in sales in the iPad, wearables, home, and accessories categories. Details on the exact figures for these categories were not disclosed, but the decline remains noteworthy in the context of the overall positive results.
AI spending is rising – seven acquisitions this year
Tim Cook clarified that Apple has "significantly" increased its spending on artificial intelligence. He stated that the technology is being integrated into devices, platforms, and internal processes. The company is therefore focusing on comprehensive implementation rather than focusing on individual AI products. So far, Apple has acquired around seven companies this year. According to Cook, none of these acquisitions were particularly large in terms of purchase price, but strategically they are intended to accelerate the product roadmap. Apple remains open to further acquisitions if they contribute to achieving its goals.
Apple Intelligence comes with iOS 26 – but there is criticism
Last year, Apple introduced "Apple Intelligence," its own AI platform, which is set to receive 26 new features with iOS. Siri, in particular, is at the center of the innovations. However, the introduction of important features is being delayed, a development that is increasingly being criticized in the industry. At the same time, Apple is making headlines with personnel losses in this area. Within a short period of time, four experts from the Foundation Models team left the company and moved to Meta's "superintelligence" department. The most recent departure was announced just this week. These developments raise questions about the true stability of Apple's AI strategy—and whether the company can keep up with its competitors in direct comparison.
Apple between growth and AI challenges
Apple is experiencing solid growth, the iPhone 16 is selling extremely well, and the Mac division is also gaining momentum. At the same time, the company is investing more heavily in artificial intelligence and repositioning itself in a market driven by strong innovation pressure. The launch of Apple Intelligence and the announced AI investments clearly indicate the direction the company is headed. However, issues such as the loss of key personnel and delays in key features like Siri demonstrate that Apple still has a lot of work to do in this area. The coming months should show whether the company can implement its AI roadmap as planned—and whether the strategy will be sustainable in the long term. (Image: Shutterstock / AdriaVidal)
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