Apple’s Latest Announcements Explained

Apple’s latest announcement, with its focus on the camera bulge  (pun intended) and battery life of the upcoming iPhone Air, left many consumers feeling, well, not much at all. What some tech insiders speculated would provide updates on the long-rumored updates to Siri and a possible search engine was more about existing products and prices.  

First off, what were the highlights?

The September 9th presser was all about hardware and storage. Some key launches include: 

-Four new iPhone offerings
-Three new Apple Watch models
-AirPods Pro 3 (these will translate conversations in real time, without changing the price from the previous model)
-All available on September 19

But what about the larger technology conversation?   

According to Engadget, Apple’s latest AI project is a web search tool that could fracture Google’s singular hold on search. 

“If the company brings an AI option to Safari, Apple might be able to compete more directly to other tech majors,” says Engadget reporter Anna Washenko in a recent article. 

With Apple’s access to so many pieces of this innovation, like Safari browser data, Ad Products, and of course Siri, it seems expected that a relaunch of Siri with a more seamless LLM backend will make its debut. And with that hypothetical debut, surely we can expect a competitive shift in our digital landscape. 

What’s happening with AI evolution at Apple?

Apple is no stranger to having its AI efforts scrutinized. With the topic of artificial intelligence so pervasive right now, it’s surprising that Apple didn’t bite at the chance to reveal any clues about their inevitable AI-powered search engine. With an historical avoidance of search at Apple, this would be massive news and could bring the tech company into the challenger conversation in big, headline-grabbing ways.

So, as the industry looks to Apple’s AI-powered Siri to come out in 2026, two years after being announced at WWDC24, expectations will inevitably only get higher. The dog-years-style passage of time in tech isn’t always your friend, so hopefully Apple’s new displays can hold the public’s attention long enough and make it worth the wait.