Apple’s Siri
Apple is preparing to unveil its next major software update — iOS 27 at its upcoming Worldwide Developers Conference scheduled to take place on June 8. According to a report by Bloomberg’s Mark Gurman the company is expected to introduced a redesigned Siri app with a new “Extentions” feature with iOS 27 update.The report suggests that this move of the Cupertino-based tech giant is reflects its acknowledgement that its in-house AI technology lags behind rivals like ChatGPT, Google Gemini, and Anthropic. Rather than competing head-to-head in the AI arms race, Apple is focusing on leveraging its hardware ecosystem and App Store model.
Siri Extensions: An AI App Store
As per the Bloomberg report, the new Extensions feature will enable the users to install third-party AI chatbots apart from ChatGPT and run them directly inside Siri.Along with this, Apple is said to create a dedicated App Store section for these integrations, effectively launching an AI marketplace. This approach of the company mirrors its historical strategy: offering built-in apps while allowing third-party alternatives, and taking a cut of revenue through its 30% App Store commission.Apple is also working closely with Google’s Gemini technology in order to revamp Siri and other AI functions, making sure that its own tools remain usable out of the box.But the company recognizes that most users won’t pay for Siri alone, so third-party integrations are seen as the key to keeping iPhone users engaged while monetizing AI-driven apps.
Hardware still remains at the core of Apple
Despite its AI push, Apple’s strength remains in hardware. Its chips and devices are well-suited to running AI workloads, and future product categories — from high-end AirPods and smart glasses to smart home devices — will rely on Siri’s evolution.Analysts note this reinforces Apple’s hardware-first identity and positions John Ternus, head of hardware engineering, as a potential successor to CEO Tim Cook.Unlike competitors aggressively monetizing AI subscriptions, Apple has effectively conceded the race to build the most advanced models. Instead, it is betting that Siri Extensions will keep users loyal to iPhones while letting third parties innovate. The strategy echoes the success of the App Store but raises questions about whether Apple can afford to let rivals define the future of AI while it focuses on ecosystem control.
