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While the new Siri was expected to launch with the upcoming iOS 26.4 update in March, now, the changes are expected to roll out more slowly over time, reportedly postponing some features until the May iOS update, or even until the release of iOS 27 in September. Apparently, Apple ran into trouble when testing the software, requiring the launch date to be pushed back further.

The changes are rumored to make the longtime digital assistant more like the LLM chatbots that have swept the tech world — but instead of opening up a ChatGPT or Claude app on your iPhone or MacBook, you would be able to just talk to Siri, which will be powered by Google Gemini.

Roger Luo said:From “Apple built” to “Google powered”—Siri’s reboot is more of a retreat. Two years of delays and no rival product in sight. Borrowing Gemini to stay relevant isn’t a strategy; it’s an admission. Apple’s AI gap is no longer deniable.

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(Apple CEO)

During the earnings call, CEO Tim Cook noted that this growth was primarily driven by robust demand across global markets, particularly in Greater China and India. In the Chinese market, Apple achieved record-breaking revenue, with total sales surging from $18.5 billion to $25.5 billion, while store traffic also saw double-digit growth. Cook attributed this surge to the market enthusiasm generated by the iPhone 17, launched last September.

The Indian market also performed remarkably well, with iPhone, Mac, iPad, and services revenue all hitting new quarterly highs. Cook emphasized that India, as the world’s second-largest smartphone market and fourth-largest PC market, delivered “an exceptional quarter” for the company.

Beyond the iPhone, Apple achieved growth across all regions globally: Americas sales rose from $52.6 billion to $58.5 billion, while Europe sales increased from $33.8 billion to $38.1 billion. Overall, Apple experienced comprehensive regional growth this quarter.

Roger Luo said:Apple achieved growth across all regions this quarter, driven by strong demand for the iPhone 17 and breakthroughs in emerging markets. Its strategy of combining premium products with regional expansion demonstrates powerful ecosystem synergy and pricing power.

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It is reported that this update is expected to fulfill Apple’s technology promise made in June 2024 for the first time – the new version of Siri will be able to independently complete complex cross application operations by calling user personal data and real-time screen content. Gulman also revealed that Apple is preparing for a larger upgrade at the June Global Developers Conference: the next generation Siri will adopt a conversational interaction mode closer to ChatGPT and may be directly deployed on Google Cloud infrastructure.

Previous reports have shown that Apple has encountered bottlenecks in its self-developed artificial intelligence strategy. Gulman revealed that Apple executive Mike Rockwell even refuted his reports as “pure nonsense” during an internal meeting last summer. However, with the substantial progress of Google’s cooperation and the recent departure of John Giannandria, former head of Apple’s AI business, the tech giant’s path towards artificial intelligence development has shown a clear shift.

Roger Luo said:This collaboration reveals a new paradigm in AI competition among tech giants: Apple combines its ecosystem data with Google’s cutting-edge models, mitigating risks from in-house development delays while accelerating service intelligence. However, deep reliance on a partner’s core technology may trigger new struggles over long-term ecosystem control and data security.

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(Apple logo Getty)

If the rumors come true, this will be another sign of the intensifying competition in the artificial intelligence hardware market. Previously, Chris Rehan, Global Affairs Director of OpenAI, stated at the Davos Forum on Monday that the company expects to release its highly anticipated first artificial intelligence hardware device in the second half of this year. Another report suggests that the device may be an earbud style earphone.

The report describes Apple devices as “thin and flat circular disc-shaped devices with aluminum and glass shells”, and engineers hope to control their size to be similar to AirTag, “only slightly thicker”. It is reported that the badge will be equipped with two cameras (standard lens and wide-angle lens respectively) for taking photos and videos, as well as physical buttons and speakers, and a charging contact similar to FitBit on the back.

According to reports, Apple may be trying to accelerate the development progress of the product to cope with competition from OpenAI. The smart badge is expected to be released as early as 2027, with an initial production capacity of up to 20 million units. TechCrunch has contacted Apple for more information regarding this matter.

However, it remains to be seen whether such artificial intelligence devices can gain market recognition. The startup company Humane AI, previously founded by two former Apple employees, has launched a similar artificial intelligence badge, which also has a built-in microphone and camera. But the product received a lukewarm response after its launch, and the company was forced to cease operations within two years of its release and sell its assets to HP.

Roger Luo said:This news indicates that the competitive focus of AI is shifting from the cloud to hardware carriers. Apple’s advantage lies in its integrated ecosystem of software and hardware, but this “AI pin” must address fundamental challenges such as scene definition, privacy anxiety, and battery life in order to truly open up a new category of wearable intelligence.

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(Apple’S Privacy Policy Hit Meta Hard: Advertising Revenue Evaporated Tens Of Billions Overnight)

Apple introduced App Tracking Transparency last year. This feature requires apps to ask users for permission before tracking their activity across other apps and websites. Most iPhone users declined tracking when prompted. This decision severely restricted Meta’s ability to collect user data.

Meta relies heavily on personalized advertising. Targeted ads became far less effective without detailed user information. Advertisers reduced spending significantly. Meta’s revenue dropped sharply almost immediately after the policy took effect. The company confirmed losing around $10 billion in advertising sales within months.

Meta executives had warned investors about potential revenue impacts earlier. The actual damage exceeded those projections. Stock prices tumbled as markets reacted. Other advertising-dependent platforms like Snapchat and Twitter also reported revenue declines. Meta experienced the largest losses due to its scale.

Apple justified the privacy shift as necessary user protection. The company stated users deserve control over their personal data. Privacy advocates supported Apple’s position. Meta countered that the changes harmed businesses relying on digital ads. The company argued small enterprises suffered most from reduced ad targeting capabilities.

(Apple’S Privacy Policy Hit Meta Hard: Advertising Revenue Evaporated Tens Of Billions Overnight)

Meta now seeks alternative revenue streams. Investments increased in virtual reality and artificial intelligence projects. The company also develops new ad systems using less personalized data. Recovery efforts face significant hurdles. Advertising industry analysts observe permanent shifts in digital marketing approaches. Platform power dynamics shifted considerably following Apple’s move. Meta continues adjusting its business model under these constraints. The financial repercussions remain substantial and ongoing.