Latest news with #CraigFederighi
Engadget
2 days ago
- Engadget
WWDC 2025: What we expect Apple to reveal including new iOS, macOS, Apple Intelligence and more
Apple's big 2025 software reveal is nearly upon us. On June 9, the Worldwide Developers' Conference (WWDC) keynote will showcase the changes coming with its 2025 software. That includes — deep breath — iOS, iPadOS, macOS, watchOS, tvOS and visionOS. Leaks suggest this year will be a biggie. In addition to the requisite Craig Federighi gags, expect a significant visual overhaul — one of Apple's biggest ever — and (shocker) new Apple Intelligence features. The company is reportedly set to unveil a platform-wide visual overhaul. The revamp is said to be a dramatic change, drawing inspiration from Apple's mixed reality headset. According to Front Page Tech's Jon Prosser, that may even include (nearly) round icons on the home screen and in Control Center. He also noted subtler changes, like a redesigned tab view within apps and the search box in Messages being moved to the bottom of the screen. One of Apple's core goals with the new software is to unify the design language of its operating systems. The idea is to make it less visually jarring to hop between devices. If executed well, jumping from iPhone to iPad to Mac (and so on) will feel like touring different flavors of the same OS. Apple's last big macOS makeover was with 2020's Big Sur. For the iPhone's software, you have to go all the way back to 2013. That's when iOS 7 kicked skeuomorphic design to the curb, replacing it with a flat, minimalistic look. Minus some iterative changes, it's still the UI you see today. Along with the big visual refresh, Apple is also rumored to be changing how it names its operating systems. Instead of having random version numbers at the end, the company is apparently planning to unify the names by year — so iOS 19 would become iOS 26, as it'll be Apple's platform for the coming year. The same goes for all of Apple's other software, so we're looking at iPadOS 26, macOS 26 and so forth. Of course, it goes without saying that macOS should still get a California-themed name; hopefully Apple won't be throwing that tradition in the bin just yet. Nathan Ingraham for Engadget Could 2025 be the year the iPad Pro starts to feel… Pro? The high-end versions of Apple's tablet have been more than capable on a hardware level for generations. (Especially when they switched to M-series chips.) But the software has held it back. That's presumably because the company doesn't want to cannibalize Mac sales. After all, if the iPad Pro can truly replace a laptop, then fewer people would buy both. The bad news for those wanting a full-on Mac experience: The iPad won't switch to macOS. The good news: iPadOS may get much more Mac-like. This year's update will reportedly focus on productivity, featuring improved multitasking and app window management. It's not that Apple hasn't inched the iPad's software in that direction. It incrementally did so with Stage Manager in iPadOS 16. The year before, it added the multitasking menu at the top of app windows. But for many, those tweaks fell far short of the full-on productivity overhaul they craved. Will it be enough this time? Bloomberg 's Mark Gurman thinks it will "likely go far enough" for most power users. (Is that a "Hallelujah!" I hear?) Even if leaks hadn't already suggested as much, this one would be a no-brainer. After all, AI has been every tech company's obsession since ChatGPT took the world by storm over two years ago. Expect a healthy portion of the keynote to be devoted to Apple's AI advances. These will reportedly include improvements to existing features and a few new ones. Remember when Apple promised a more personalized Siri at last year's conference? The one that many wished would come ahead of the visual overhaul? Well, we're still waiting on that. The last official update we heard was in March, when the company told Daring Fireball , "It's going to take us longer than we thought." (Oops!) Apple expects the new Siri features to arrive "in the coming year," a clear-as-mud description if ever there was one. A report from The Information last month hinted that the upgraded Siri was nowhere near ready. The 2024 demo, where Siri condensed minutes of multi-app planning into mere seconds, reportedly came as a surprise to team members working on Siri. (Never an encouraging sign.) Separate reporting this month from Bloomberg sheds a bit more light, adding that we probably won't hear much about those Siri upgrades at WWDC 2025. The publication described those updates as being months away from shipping. The company is also reportedly separating its Apple Intelligence and Siri marketing. The logic behind this is that users are so fed up with Apple's assistant that it's hurting Apple's AI push. The company's 2024 presentation was undoubtedly impressive. It showed a more context-sensitive Siri that better understands what you're doing. It pulled info from various apps and spliced them together in a seamless flow. It recorded a specific type of video in a third-party app. It shared a meeting summary via email with a teammate. And it found missing information the user remembered reading... somewhere . It even controlled system settings and explained them when needed. The bottom line: If or when Apple pulls off what it promised last year, that's big news for Siri. But don't hold your breath for it to show up at WWDC 2025. According to Bloomberg , the Siri updates we do see will be much subtler. These would include adding the option to use Gemini instead of ChatGPT with the assistant. Another iOS 19 scoop points to an Apple Intelligence feature that's easy to get behind. A new AI-powered battery management mode will reportedly analyze how you use your phone. It can then use that to make power-saving adjustments on the fly. If it works well, that could be pretty nifty. It may also be a key ingredient to a new device: the "iPhone Air." Whatever Apple calls it, the rumored ultra-slim handset is expected to join Apple's lineup this year. Without this feature, the phone's smaller battery might struggle to make it through a typical day. (According to Gurman, it would last several hours less than Apple's other iPhones.) But with the AI battery feature activated, the svelte iPhone could become more practical. Will we see this slim-jim iPhone at WWDC? Well, let's say you have as good a chance of Valve randomly showing up to announce Half Life 3 at Apple's conference. First, the svelte handset is expected to be part of the iPhone 17 lineup, which typically arrives around September. Second, Apple hasn't unveiled a new iPhone at WWDC since Steve Jobs showed off the iPhone 4 in 2010. So, in short, nope. Apple is reportedly working on a virtual health coach. Allegedly codenamed Project Mulberry, the AI feature would pair a refreshed Health app with an AI-powered coach. Bloomberg says the feature would, to some degree, give you advice you'd usually seek from a doctor. The virtual coach would collect data from your Apple devices and use AI to provide personalized health advice, chatbot-style. Apple is reportedly training the AI agent with data from company physicians. Meanwhile, outside experts would shoot educational videos. In March, Bloomberg 's Gurman said the virtual coach could arrive as early as iOS 19.4, which wouldn't likely come until early to mid-2026. But a quick aside in a report this month from Gurman and Drake Bennett mentioned that it could be a point of focus at WWDC. Bloomberg 's Mark Gurman is predicting that Apple will introduce a centralized, pre-installed app for gaming on the Mac, iPad, iPhone and Apple TV. It'll include some of the features in the long-neglected Game Center service like leaderboards and matchmaking and pair them with a dedicated game launcher and editorial content including recommendations —including a push towards the Apple Arcade service. It wouldn't be an Apple keynote without some wacky Craig Federighi hijinks. Last year, Apple's software lead strapped on a hair-shaped helmet and skydived into Apple Park. At previous events, he showed off his parkour skills, summoned an iPad like he's a Jedi and jammed out on a three-necked guitar. Say what you will about "Hair Force One." Federighi knows how to sell a sight gag. (With maybe just a teensy bit of help from Apple's visual effects artists.) Following Apple's typical schedule, you can expect the first developer betas to arrive after the conference ends. (Likely the same day!) Public betas would follow early this summer. And you can expect the final versions of iOS 19, iPadOS 19, macOS 16 and so on to arrive alongside new iPhones this fall. While Apple's developer conference will be jam-packed if they serve up even a fraction of the expectations above, there are a few things we can pretty confidently take off the board, too. With the possible exception of the Mac Pro, nearly all of Apple's hardware lines have either just finished an upgrade cycle (consumer Macs, most iPads) or are going to get updated in the fall as usual (iPhone, Apple Watch). As such, we're not expecting any major hardware announcements. Apple has talked about the Mac Pro at past WWDC events, but that computer is updated so infrequently that it's hard to say with any confidence that we'll see any changes.
Yahoo
2 days ago
- Business
- Yahoo
WWDC 2025: What we expect Apple to reveal including new iOS, macOS, Apple Intelligence and more
Apple's big 2025 software reveal is nearly upon us. On June 9, the Worldwide Developers' Conference (WWDC) keynote will showcase the changes coming with its 2025 software. That includes — deep breath — iOS 19, iPadOS 19, macOS 16, watchOS 12, tvOS 19 and visionOS 3. Leaks suggest this year will be a biggie. In addition to the requisite Craig Federighi gags, expect a significant visual overhaul — one of Apple's biggest ever — and (shocker) new Apple Intelligence features. The company is reportedly set to unveil a platform-wide visual overhaul. The revamp is said to be a dramatic change, drawing inspiration from Apple's mixed reality headset. According to Front Page Tech's Jon Prosser, that may even include (nearly) round icons on the home screen and in Control Center. He also noted subtler changes, like a redesigned tab view within apps and the search box in Messages being moved to the bottom of the screen. One of Apple's core goals with the new software is to unify the design language of its operating systems. The idea is to make it less visually jarring to hop between devices. If executed well, jumping from iPhone to iPad to Mac (and so on) will feel like touring different flavors of the same OS. Apple's last big macOS makeover was with 2020's Big Sur. For the iPhone's software, you have to go all the way back to 2013. That's when iOS 7 kicked skeuomorphic design to the curb, replacing it with a flat, minimalistic look. Minus some iterative changes, it's still the UI you see today. Could 2025 be the year the iPad Pro starts to feel… Pro? The high-end versions of Apple's tablet have been more than capable on a hardware level for generations. (Especially when they switched to M-series chips.) But the software has held it back. That's presumably because the company doesn't want to cannibalize Mac sales. After all, if the iPad Pro can truly replace a laptop, then fewer people would buy both. The bad news for those wanting a full-on Mac experience: The iPad won't switch to macOS. The good news: iPadOS may get much more Mac-like. This year's update will reportedly focus on productivity, featuring improved multitasking and app window management. It's not that Apple hasn't inched the iPad's software in that direction. It incrementally did so with Stage Manager in iPadOS 16. The year before, it added the multitasking menu at the top of app windows. But for many, those tweaks fell far short of the full-on productivity overhaul they craved. Will it be enough this time? Bloomberg's Mark Gurman thinks it will "likely go far enough" for most power users. (Is that a "Hallelujah!" I hear?) Even if leaks hadn't already suggested as much, this one would be a no-brainer. After all, AI has been every tech company's obsession since ChatGPT took the world by storm over two years ago. Expect a healthy portion of the keynote to be devoted to Apple's AI advances. These will reportedly include improvements to existing features and a few new ones. Remember when Apple promised a more personalized Siri at last year's conference? The one that many wished would come ahead of the visual overhaul? Well, we're still waiting on that. The last official update we heard was in March, when the company toldDaring Fireball, "It's going to take us longer than we thought." (Oops!) Apple expects the new Siri features to arrive "in the coming year," a clear-as-mud description if ever there was one. A report from The Information last month hinted that the upgraded Siri was nowhere near ready. The 2024 demo, where Siri condensed minutes of multi-app planning into mere seconds, reportedly came as a surprise to team members working on Siri. (Never an encouraging sign.) Separate reporting this month from Bloomberg sheds a bit more light, adding that we probably won't hear much about those Siri upgrades at WWDC 2025. The publication described those updates as being months away from shipping. The company is also reportedly separating its Apple Intelligence and Siri marketing. The logic behind this is that users are so fed up with Apple's assistant that it's hurting Apple's AI push. The company's 2024 presentation was undoubtedly impressive. It showed a more context-sensitive Siri that better understands what you're doing. It pulled info from various apps and spliced them together in a seamless flow. It recorded a specific type of video in a third-party app. It shared a meeting summary via email with a teammate. And it found missing information the user remembered reading... somewhere. It even controlled system settings and explained them when needed. The bottom line: If or when Apple pulls off what it promised last year, that's big news for Siri. But don't hold your breath for it to show up at WWDC 2025. According to Bloomberg, the Siri updates we do see will be much subtler. These would include adding the option to use Gemini instead of ChatGPT with the assistant. Another iOS 19 scoop points to an Apple Intelligence feature that's easy to get behind. A new AI-powered battery management mode will reportedly analyze how you use your phone. It can then use that to make power-saving adjustments on the fly. If it works well, that could be pretty nifty. It may also be a key ingredient to a new device: the "iPhone Air." Whatever Apple calls it, the rumored ultra-slim handset is expected to join Apple's lineup this year. Without this feature, the phone's smaller battery might struggle to make it through a typical day. (According to Gurman, it would last several hours less than Apple's other iPhones.) But with the AI battery feature activated, the svelte iPhone could become more practical. Will we see this slim-jim iPhone at WWDC? Well, let's say you have as good a chance of Valve randomly showing up to announce Half Life 3 at Apple's conference. First, the svelte handset is expected to be part of the iPhone 17 lineup, which typically arrives around September. Second, Apple hasn't unveiled a new iPhone at WWDC since Steve Jobs showed off the iPhone 4 in 2010. So, in short, nope. Apple is reportedly working on a virtual health coach. Allegedly codenamed Project Mulberry, the AI feature would pair a refreshed Health app with an AI-powered coach. Bloomberg says the feature would, to some degree, give you advice you'd usually seek from a doctor. The virtual coach would collect data from your Apple devices and use AI to provide personalized health advice, chatbot-style. Apple is reportedly training the AI agent with data from company physicians. Meanwhile, outside experts would shoot educational videos. In March, Bloomberg's Gurman said the virtual coach could arrive as early as iOS 19.4, which wouldn't likely come until early to mid-2026. But a quick aside in a report this month from Gurman and Drake Bennett mentioned that it could be a point of focus at WWDC. Bloomberg's Mark Gurman is predicting that Apple will introduce a centralized, pre-installed app for gaming on the Mac, iPad, iPhone and Apple TV. It'll include some of the features in the long-neglected Game Center service like leaderboards and matchmaking and pair them with a dedicated game launcher and editorial content including recommendations —including a push towards the Apple Arcade service. It wouldn't be an Apple keynote without some wacky Craig Federighi hijinks. Last year, Apple's software lead strapped on a hair-shaped helmet and skydived into Apple Park. At previous events, he showed off his parkour skills, summoned an iPad like he's a Jedi and jammed out on a three-necked guitar. Say what you will about "Hair Force One." Federighi knows how to sell a sight gag. (With maybe just a teensy bit of help from Apple's visual effects artists.) Following Apple's typical schedule, you can expect the first developer betas to arrive after the conference ends. (Likely the same day!) Public betas would follow early this summer. And you can expect the final versions of iOS 19, iPadOS 19, macOS 16 and so on to arrive alongside new iPhones this fall. While Apple's developer conference will be jam-packed if they serve up even a fraction of the expectations above, there are a few things we can pretty confidently take off the board, too. With the possible exception of the Mac Pro, nearly all of Apple's hardware lines have either just finished an upgrade cycle (consumer Macs, most iPads) or are going to get updated in the fall as usual (iPhone, Apple Watch). As such, we're not expecting any major hardware announcements. Apple has talked about the Mac Pro at past WWDC events, but that computer is updated so infrequently that it's hard to say with any confidence that we'll see any changes.
Hindustan Times
3 days ago
- Hindustan Times
iOS 19 preview at WWDC 2025: Here's how Apple is planning to make Siri ‘useful' finally
Apple's AI-powered Siri has now become an awaited upgrade for iPhone users. While the promises were delayed due to rushed decisions and management constraints, Apple has confirmed to roll out the expected features in the coming years. However, no set timeline was provided, leaving customers disappointed. Now, the company is again fast-tracking the iOS 19 launch with expected AI enhancements. Several reports suggest that Apple is rigorously working to fix Siri, and it might have found a way to integrate AI for smart functions. Additionally, the iOS 19 update is expected to be the first step of slowly bringing AI-powered capabilities to iPhone's popular voice assistant, Siri. Know what the plans are to fix Siri's AI functionalities. Also read: iOS 19 to take to boost iPhone's battery life with help of AI During the iOS 18 introduction, the AI-powered Siri preview was rushed even though the voice assistant was not ready or functional. A Bloomberg report further highlighted that the Siri team faced several challenges and engineering problems in integrating Apple Intelligence, causing the delay in a stable rollout. Reportedly, the iOS 18 version of Siri has two systems, one that manages basic commands and the other that is designed to handle complex commands. However, combining these two systems came with several challenges, and the system encountered several bugs along the way. Later, Apple software SVP Craig Federighi acknowledged that none of the promised features are working. Also read: iPadOS 19 update: Apple to unveil redesigned Siri, menu bar and more at WWDC 2025 Now, Apple is focused on improving and bringing Siri's AI capabilities with iOS 19. Firstly, Apple's AI and Siri team has undergone major leadership changes. Reportedly, Vision Pro's chief, Mike Rockwell, is looking after the Siri department. It is also rumoured that several engineers from the Vision Pro software group are working on Siri enhancements. Also read: iOS 19 update rumours: Apple may drop support for several older iPhones and iPads - Details To develop promised Siri features such as on-screen awareness, personal context, and cross-app actions, Apple has developed a new Siri architecture from scratch. This new architecture may revamp how Siri functions, but in a smarter way. Bloomberg's Mark Gurman also suggested that the tech giant could introduce this new architecture at the upcoming WWDC 2025 with the iOS 19 update. However, the official rollout is not expected till iOS 19.4 in spring 2026. Now, the WWDC 2025 is just two weeks away, which means we will be certain if Apple has made any progress on improving Apple Intelligence or Siri.
Engadget
22-05-2025
- Engadget
What to expect at WWDC 2025: A new look, Apple Intelligence and more
Apple's big 2025 software reveal is nearly upon us. On June 9, the Worldwide Developers' Conference (WWDC) keynote will showcase the changes coming with — deep breath — iOS 19, iPadOS 19, macOS 16, watchOS 12, tvOS 19 and visionOS 3. Leaks suggest this year will be a biggie. In addition to the requisite Craig Federighi gags, expect a significant visual overhaul — one of Apple's biggest ever — and (shocker) new Apple Intelligence features. The company is reportedly set to unveil a platform-wide visual overhaul. The revamp is said to be a dramatic change, drawing inspiration from Apple's mixed reality headset. According to Front Page Tech's Jon Prosser, that may even include (nearly) round icons on the home screen and in Control Center. He also noted subtler changes, like a redesigned tab view within apps and the search box in Messages being moved to the bottom of the screen. One of Apple's core goals with the new software is to unify the design language of its operating systems. The idea is to make it less visually jarring to hop between devices. If executed well, jumping from iPhone to iPad to Mac (and so on) will feel like touring different flavors of the same OS. Apple's last big macOS makeover was with 2020's Big Sur. For the iPhone's software, you have to go all the way back to 2013. That's when iOS 7 kicked skeuomorphic design to the curb, replacing it with the flat, minimalistic look that (minus some iterative changes) the company's software still uses today. Nathan Ingraham for Engadget Could 2025 be the year the iPad Pro starts to feel… Pro? The high-end versions of Apple's tablet have been more than capable on a hardware level for generations (especially when they switched to M-series chips). But the software has held it back. That's presumably because the company doesn't want to cannibalize Mac sales. After all, if the iPad Pro can truly replace a laptop, then fewer people would buy both. The bad news for those wanting a full-on Mac experience: The iPad won't switch to macOS. The good news: iPadOS may get much more Mac-like. This year's update will reportedly focus on productivity, featuring improved multitasking and app window management. It's not that Apple hasn't inched the iPad's software in that direction. It incrementally did so with Stage Manager in iPadOS 16. The year before, it added the multitasking menu at the top of app windows. But for many, those tweaks fell far short of the full-on productivity overhaul they craved. Will it be enough this time? Bloomberg 's Mark Gurman thinks it will "likely go far enough" for most power users. (Is that a "Hallelujah!" I hear?) Even if leaks hadn't already suggested as much, this one would be a no-brainer. After all, AI has been every tech company's obsession since ChatGPT took the world by storm over two years ago. Expect a healthy portion of the keynote to be devoted to Apple's AI advances. These will reportedly include improvements to existing features and a few new ones. Remember when Apple promised a more personalized, Apple Intelligence-infused Siri at last year's conference? The one that many of us wish would come ahead of the visual overhaul? Well, we're still waiting on that. The last official update we heard was in March, when the company told Daring Fireball , "It's going to take us longer than we thought." (Oops!) Apple expects the new Siri features to arrive "in the coming year," a clear-as-mud description if ever there was one. A report last month from The Information hinted that the upgraded Siri may not have been as far along internally as Apple's 2024 presentation suggested. The demo, where Siri used Apple Intelligence to condense minutes of multi-app planning into mere seconds, reportedly came as something of a surprise to team members working on Siri. (Never an encouraging sign.) Separate reporting this month from Bloomberg sheds a bit more light, adding that we probably won't hear much about those Siri upgrades at WWDC 2025. The publication described those updates as being months away from shipping. The company is also reportedly separating its Apple Intelligence and Siri marketing. The logic behind this is that users are so fed up with Apple's assistant that it's hurting Apple's AI push. The company's 2024 presentation was undoubtedly impressive. It showed a more context-sensitive Siri that better understands what you're doing and can take appropriate actions. It pulled info from various apps and spliced them together in striking, multi-step requests. It responded to requests like recording a specific video in a third-party app, sharing a meeting summary in an email draft to a teammate or locating missing information you remember reading somewhere. It could even control system settings or spit out support documents explaining how they work. The bottom line: If or when Apple pulls off what it promised last year, that's big news for Siri. But don't hold your breath for it to show up at WWDC 2025. According to Bloomberg , the Siri updates we do see will be much subtler. These would include adding the option to use Gemini instead of ChatGPT with the assistant. Another iOS 19 scoop points to an Apple Intelligence feature that's easy to get behind. A new AI-powered battery management mode will reportedly analyze how you use your phone and make power-saving adjustments on the fly. The feature would analyze your data to predict when to lower the power draw from apps or device features. If it works well, that could be pretty nifty. It may also be a key ingredient to a new device: the "iPhone Air." Whatever Apple calls it, the rumored ultra-slim handset is expected to join Apple's lineup this year. Without this feature, the phone's smaller battery might struggle to make it through a typical day. (According to Gurman, it would last several hours less than Apple's other iPhones.) But with the AI battery feature activated, the svelte iPhone could become more practical. Will we see this slim-jim iPhone at WWDC? Well, let's say you have as good a chance of Valve randomly showing up to announce Half Life 3 at Apple's conference. First, the svelte handset is expected to be part of the iPhone 17 lineup, which typically arrives around September. Second, Apple hasn't unveiled a new iPhone at WWDC since Steve Jobs showed off the iPhone 4 in 2010. So, in short, nope. Apple is reportedly working on a virtual health coach. Allegedly codenamed Project Mulberry, the AI feature would pair a refreshed Health app with an AI-powered coach. Bloomberg says the feature would, to some degree, give you advice you'd usually seek from a doctor. The virtual coach would collect data from your Apple devices and use AI to provide personalized health advice, chatbot-style. Apple is reportedly training the AI agent with data from company physicians. Meanwhile, outside experts would shoot educational videos. In March, Bloomberg 's Gurman said the virtual coach could arrive as early as iOS 19.4, which wouldn't likely come until early to mid-2026. But a quick aside in a report this month from Gurman and Drake Bennett mentioned that it could be a point of focus at WWDC. It wouldn't be an Apple keynote without some wacky Craig Federighi hijinks. Last year, Apple's software lead strapped on a hair-shaped helmet and skydived into Apple Park. At previous events, he showed off his parkour skills, summoned an iPad like he's a Jedi and jammed out on a three-necked guitar. Say what you will about "Hair Force One." Federighi knows how to sell a sight gag. (With maybe just a teensy bit of help from Apple's visual effects artists.) Following Apple's typical schedule, you can expect the first developer betas for the new software to become available after the conference ends. (Likely the same day!) Public betas would follow early this summer. And you can expect the final versions of iOS 19, iPadOS 19, macOS 16 and so on to arrive alongside new iPhones this fall.
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Business Standard
19-05-2025
- Business
- Business Standard
WWDC 2025: Apple to focus more on iOS 19 than Siri? Here's what we know
Apple is set to host its annual Worldwide Developers Conference (WWDC) from June 9 to 13, and reports suggest that iOS 19 may take center stage this year—while updates to Siri, the company's long-standing digital assistant, could be taking a backseat. Although Apple had previously planned to integrate its Apple Intelligence platform into Siri —introducing features like on-screen awareness and personal context understanding—these AI upgrades have been delayed and are still not available to users. Internal doubts slowing AI-powered Siri According to Bloomberg's Mark Gurman, a key reason behind the slow progress is internal skepticism. Apple's senior vice president of software engineering, Craig Federighi, is said to have remained unconvinced about the central role AI should play in Apple's future. As per the report, Federighi did not see AI as a "core capability," which contributed to slower investment and development in this area. A 9to5Mac report suggests that one of the reasons Apple lags behind in AI development is the company's traditional product philosophy. A long-time Apple executive was quoted as saying: 'That's not how Apple is wired. Apple sits down to build a product knowing what the endgame is.' In contrast, successful AI development often requires iterative investment and experimentation without a clearly defined final product—something that reportedly clashes with Apple's typical approach. Meanwhile, Apple's AI chief John Giannandrea has reportedly struggled to convince top leadership that the company needs to invest more aggressively in AI capabilities. Another setback? Adding to Apple's challenges, the implementation of the European Union's Digital Markets Act (DMA) means the company must allow users to choose their default virtual assistant on iPhones. This could include third-party options like Google Gemini and OpenAI's ChatGPT, posing a new competitive threat to Siri's default status. While Apple has not officially confirmed which assistants will be supported, it has stated that this new choice mechanism is distinct from the existing ChatGPT integration within Siri.
