Every spring, Apple convenes its top 100 executives in an offsite meeting to chart the company’s strategic direction. The 2025 meeting was focused on a critical issue—Siri, Apple’s voice assistant, and its lagging performance in the rapidly advancing world of artificial intelligence (AI). Unlike many of its tech rivals, Apple has been slow to build out AI-focused data centers, but recent moves suggest the company is finally positioning itself to compete in the generative AI (GenAI) space.