Apple’s first breakthrough was in 1977 with the Apple II computer. The company went on to launch more market-creating devices, but when the iPod was launched in 2001, it took almost a quarter of a century for its next revolutionary product to arrive.
Then came the iPhone, iPad, Apple Watch, AirPods, and an endless parade of services that serve as benchmarks for the entire industry. Coming soon: The long-awaited foldable iPhone and smart glasses are scheduled for release in 2027.
Now, the world’s second most valuable publicly traded company is using artificial intelligence to make the same transformation. Next week’s Worldwide Developers Conference, California-based Apple’s software exhibition, could be the perfect opportunity for that.
And WWDC 2026 is also an event that CEO Tim Cook is enthusiastically celebrating ahead of John Tarnas’ appointment on September 1st. So why not jump in and get off to a strong start?
But both men have the latest information on what’s at stake: the long-awaited overhaul of Apple Intelligence and Siri. We know the preparations and now all signs point to a big announcement.
“If you connect a large-scale language model to Siri, you have the potential to create a really useful voice assistant, rather than another chatbot,” said Alisa Zuul, an international marketer based in Paris. The National.
“The challenge is that the actual implementation is often very different from the keynote demo.”
Siri, Gemini, and… Nvidia?
In January, Apple partnered with Gemini developer Google to develop an enhanced search service that leverages private data. It hinted at Apple’s future.
At last month’s Google I/O Summit, presenters on stage were seen using iPhones and MacBooks to demonstrate Gemini’s latest features – perhaps teasing?
“Getting Siri right is the most important thing for Apple right now. Apple has had great success despite being a laggard in AI, but consumers are reaching a tipping point where AI will soon become a powerful purchasing driver,” said Nabila Popal, senior director of data and analytics at International Data Corporation. The National.
“For Apple to remain competitive in an AI-first world, it is critical that we bring Siri up to par with our competitors’ AI models.”
And this week, talk of a deal between Apple and Nvidia heated up. Apple reportedly plans to use Nvidia’s Blackwell chips for its AI games, which will be announced at WWDC.
Interestingly, this comes shortly after Nvidia unveiled its most powerful AI model, the Nemotron 3 Ultra, at Computex in Taipei.
In any case, this all boils down to what Siri will look like after the integration with Gemini, and if the rumors are true, Nvidia, which will offer “a much more conversational interface that actually understands your personal context and allows you to easily interact with the content on your screen,” said Mars Hasnain, senior consultant at KPMG Pakistan.
“The real star of this year’s show is…Siri. [and] “The big story is how Apple intends to marry these powerful AI capabilities with the company’s signature commitment to privacy, ultimately setting the future standard for the entire ecosystem,” he said.
Will the post-iPhone era arrive?
iPhone is Apple’s flagship product. However, Smart Analytics Global predicts that the iPhone’s share of Apple’s hardware volume will decline from about 52% in 2025 to 48% by 2030 as wearables and AI-connected devices become more important.
California-based SAG says its wearables and AI-connected devices (future products such as the Apple Watch, AirPods and smart glasses) will grow from 29% of hardware volume in 2025 to 37% by 2030.
But that doesn’t mean a huge drop. SAG founder and principal analyst Linda Sui said these products will increasingly complement rather than replace Apple’s smartphone experience, as the iPhone remains Apple’s biggest business driver for years to come.
iPhone shipments continue to be strong. According to data from Counterpoint Research, Apple reached 21% annualized growth of 5% in the first quarter of 2026, taking the lead for the first time in the January-March period.
“The post-iPhone era has already begun. [but] This doesn’t mean the iPhone will go away,” Sui said.
“Rather, it means that the iPhone’s dominance will gradually weaken as the number of AI-powered wearables and connected devices grows and takes on a larger role within Apple’s ecosystem.”
On the other hand, with smartphones already established as central to users’ daily lives, it is even more important that the AI built into smartphones performs as expected and minimizes AI shortcomings.
Zhur, who is trilingual, said she still has problems using Siri, especially when digital assistants don’t understand Siri. She also favors increased security and control of AI.
“Giving AI the ability to act on behalf of the user” [on a smartphone] “It creates a very different security conversation than when you use AI in the browser,” she said.
“Technology is advancing rapidly, but I don’t think most people are at the point yet where they feel comfortable handing over complete control.”
What we (literally) want to see
WWDC is also known for providing insight into Apple’s hardware. And there are some things we would like to see beyond the AI confetti.
Apple doesn’t comment on its roadmap, but we’d love to hear any hints about upcoming devices, even if it’s just a joke.
Of course, the most anticipated is the foldable iPhone, which is said to open up to take on a wider form factor similar to the shape of an iPad (or a passport, as some claim). Samsung Electronics’ next Galaxy Z Fold is also expected to have a wider shape.
It’s unclear whether the big announcement will take place at the traditional September special event or later this year, but either way, it’s a long time coming for Apple to get into the foldable phone game.
There are also smart glasses that are said to be released at the end of 2027. Further details are thinning out on this, but perhaps Apple and Google will also team up on this, giving the latter a chance to (somehow) make up for the failed Google Glass project over a decade ago?
But David Ripert, a venture partner at Helsinki-based FOV Ventures, said there is a pattern in Big Tech’s strategy of expanding into other profitable areas. In the case of Apple Glass, a $200 billion eyewear market.
“Right now, all the major companies are attacking the same idea from a different wedge. Samsung is working on it from the mobile phone ecosystem. OpenAI is designing camera-first devices. Metaplatform and Anduril Industries are testing display glass on soldiers,” he said.
“The Apple Wedge is about fashion. It’s about making your computer something you just want to wear,” he said, noting that Apple’s glasses are “a pure Apple Watch. First, it’s the style and color of the frame, and second, it’s the technology.”
Legacy definition
Mr. Cook, an operational expert, has guided Apple through countless product launches and, in the process, boosted the company’s market capitalization from $350 billion this year to a record of nearly $4.6 trillion during his 15 years at the helm.
Ternas, a hardware expert, is expected to provide balance in the age of AI.
In that case, this year’s WWDC can and should be remembered as more than just the passing of the torch. For Apple, Ternas could be a key moment in making a strong first impression and building on the foundation that Cook started in 2011.
“WWDC is shaping up to be an interesting event…I look forward to it. [Mr Cook] It’s a confident and perhaps emotional opening,” said Ben Wood, chief analyst and chief marketing officer at London-based research firm CCS Insight.
But “Apple needs to win here…that would make sense.” [Mr Ternus] “We will play a leading role in announcing major platform updates this year,” he said.
“The company is embarking on a rare leadership shift while trying to convince developers and investors that it has a clear roadmap for agent-based on-device AI. These areas are critical to Apple’s future, and one misstep could have significant consequences.”
