Apple at a turning point: The last conference of the former boss brings Siri 2.0 and ‘Apple Intelligence’?

Dugo očiwani Siri 2.0 in “Apple Intelligence”

The focus will be on a comprehensive suite of AI features called “Apple Intelligence”. Analysts expect that manufacturers will iPhone to give news about the new possibilities of artificial intelligence, with a special emphasis on the long-awaited and renewed version of the Siri voice assistant. After its launch, originally announced for 2024, was delayed for additional improvements to meet Apple’s high quality standards, it seems that Siri 2.0 is finally ready. It will reportedly be powered by Google’s Gemini technology, which should enable it to have advanced conversational capabilities, understand the context on the screen, and be able to perform complex, multi-step tasks within different applications. It is also expected that it will get its own independent application and a completely new interface.

Gadjo Sevilla, senior analyst at Emarketer, predicts that Siri will be transformed into an AI chatbot that will be significantly more conversational, remember previous interactions and be able to perform multiple tasks with a single request.

​- While hardware products rarely launch at the developer conference, we could see hints of Apple expanding into flip devices, wearables and smart home products through developer and ecosystem updates, Sevilla said, calling 2026 a “transition year” for the conference.

Optimism about the potential of an improved Siri is high.

​- An upgraded, proactive version of Siri, capable of managing conversations and tasks on iPhones, Macs and iPads, could become as ubiquitous as features like AirDrop and Handoff, which they unite the Apple ecosystem – he added.

In addition to the renewed Siri, improvements to existing features within the “Apple Intelligence” package are also expected, including advanced photo editing, custom background generation, more realistic image creation in the “Image Playground” tool, and improved “Genmoji”. Operating system updates, such as iOS 27 and macOS 27, will also be aimed at improving performance, fixing bugs and strengthening security.

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End of an era: Cook’s departure and Ternus’ legacy

This latest Cook conference for developers marks the end of a fifteen-year period during which the company’s market value has increased by more than four trillion dollars, mostly thanks to the incredible success of the iPhone. Cook announced his retirement back in April, ending an era of exceptional financial prosperity. His successor, John Ternus, at Apple is moreć For a quarter of a century, he spent the last five years overseeing the engineering teams responsible for the iPhone, iPad and Mac, which made him a prime candidate for the leadership position.

A transition at a crucial time for the industry

The transition to a new CEO comes at a crucial time for Apple. Artificial intelligence has caused the biggest upheaval in the technology industry since Steve Jobs introduced the first iPhone in 2007. Apple had a somewhat slower start in this area, facing difficulties in delivering new features based on this technology, which were promised almost two years ago, which is why it found itself in the position of having to catch up with its rivals from Big Tech.

Apple’s cautious approach in the race with the competition

Apple’s approach to artificial intelligence has traditionally been more cautious. The company has focused on integrating AI features directly into its operating systems, with a strong emphasis on user privacy through data processing on the device itself. That approach, sometimes called “invisible artificial intelligence,” differs from competitors’ strategies that have focused on standalone chatbots and cloud services. However, the rapid development of generative artificial intelligence and the popularity of tools like ChatGPT reportedly caught Apple executives by surprise and forced them to refocus their efforts. Despiteč to criticism that they are lagging behind, some analysts believe that the strategy of waiting and entering the market when technology and profitability are aligned can be successful.

In the meantime, the competition is not sleeping. At its conference in May, Google presented Gemini 3.5 and AI agent Gemini Spark, while Microsoft announced projects Solara and Scout aimed at “agent-first” devices. Consumer demand for AI features is growing, and YouGov’s September 2024 survey found that 60 percent of consumers consider AI features important when choosing a new smartphone, although concerns about battery life and data privacy remain.