Bloomberg’s Mark Gurman discussed in detail Apple’s upcoming artificial intelligence plans in today’s Power On newsletter, which will be unveiled at the Worldwide Developers Conference on June 8 (June 9 Beijing time).
He stated that Apple is employing a two-pronged strategy: embedding just the right amount of artificial intelligence into the operating system to prevent users from switching to Android, and simultaneously opening up Siri and Apple Intelligence to third-party services. This approach leverages Apple’s hardware advantages, making products more customizable and ensuring the company maintains control over its ecosystem.
The cornerstone of this strategy is the upcoming iOS 27 extension, which will allow users to install third-party AI chatbots other than ChatGPT and run them within Siri. This feature will have its own dedicated App Store section, truly creating an AI app store. This will be a marketplace-like platform for third-party AI integrations.
He believes that an independent effort to revamp Siri and other AI features using Google’s Gemini technology would enable Apple to offer both practical and powerful self-developed technologies. However, the next crucial step is to supplement these features with third-party products. This would allow Apple to maintain sales of iPhones and other devices while generating revenue from AI-driven apps through its 30% commission from the App Store.
Gurman points out that with the release of iOS 27 and the new Siri extensions, Apple is indicating that it will not directly compete with OpenAI or Google in the market for the most advanced models and features. Instead, it will leverage its hardware advantages and platform control to remain a highly profitable company while allowing other companies to take on the responsibility of AI innovation.
