WWDC is taking place today, from Apple Park in Cupertino, and we’ve heard numerous leakers say that Apple will not focus on AI at all this year. Really only one AI update is expected, and that’s for live translation – hardly a show-stopping feature.
However, according to Apple Analyst Ming-Chi Kuo, Apple is reportedly going to rebrand Siri in an effort to dodge backlash over its AI failures from the past year.
A bit strange, but understandable. After all, Apple did sort of rebrand Siri last year with the new trigger animation, but never shipped the new Siri that was announced at WWDC. Instead, that version of Siri was delayed up to a year.
Apple Intelligence could also get a rebrand
Siri could get a rebrand, and so could Apple Intelligence, and focus more on Apple’s on-device AI. Apple is also reportedly going to have demonstrations of AI being integrated across the OS for a next-level user experience.
We’ve also heard rumors that Apple is planning to use AI in the Shortcuts app. This is an app that is really useful, however, you almost need a degree in programming to set up some of the more complex shortcuts. AI is likely going to solve that, and make this a pretty huge upgrade.
Analysts also believe that Apple will offer tools for third-party developers to incorporate AI into their apps. Something that Google has been doing for a little while now, and really ramped up at Google I/O last month.
Finally, Kuo expects that Apple will underline partnerships with other AI services. Apple already works with OpenAI and uses ChatGPT with Siri, there was also reports that Google is closing in on a deal for Gemini to be available on the iPhone.
While Kuo is generally correct, his timeline is not always correct. So this could be something we see next year for iOS 27. Either way, we’ll find out in a few hours, as WWDC kicks off today at 10AM PT.
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