What happened
Apple CEO Tim Cook is expected to deliver his final Worldwide Developers Conference (WWDC) keynote, outlining the company's artificial intelligence strategy. The event is expected to introduce iOS 27, macOS 27, and watchOS 27, alongside new "Apple Intelligence" capabilities, including generating digital passes for events and simplifying expense sharing by analysing photographed receipts. A significantly upgraded Siri is also expected to be unveiled, featuring a standalone application, redesigned interface, and deeper integration with Google's Gemini model. This keynote precedes Cook's expected handover of leadership to longtime hardware chief John Ternus.
Why it matters
Apple's AI strategy faces a critical test, impacting investors and developers. The integration of Google's Gemini into Siri, under a multi-year collaboration, shifts the competitive landscape for AI model providers and introduces a new dependency for Apple's ecosystem. This follows Apple's $250 million settlement in May over claims of misleading customers about "Apple Intelligence" features on iPhone 15 and 16 models, underscoring pressure to deliver tangible AI advancements. Developers must now account for a more capable, context-aware Siri and the implications of third-party AI model integration within Apple's platforms.
