The topic of this final thesis is the application of artificial intelligence in the Apple company. Artificial intelligence is defined as the system's ability to understand and act autonomously, and it is applied to computer systems. It was explained how Apple, the world's leading technology company, implements artificial intelligence in its devices. Apple experienced a technological breakthrough in 2001 when the iPod was introduced, and today the value is estimated at more than three billion dollars. The aim of the research is to explain how the application of the artificial intelligence affects the market success of the company and user satisfaction. The thesis encompasses methods including analysis, synthesis, description, comparison, classification, generalisation, specialisation, proof, historical method and deduction. The thesis concludes that apple successfully implements artificial intelligence at the core of its day to day operations, which is visible from the graphs depicting Apple’s competitiveness. Results of this research paper show the growth of the company in multiple areas for which the successful implementation of AI is responsible.