Apple launches new iPhones next month. What's inside the phone is a much bigger deal.
Apple is preparing to launch a revamped Siri, while OpenAI is developing a new hardware device designed by Jony Ive. Industry experts suggest these developments represent a shift toward more functional AI integration in consumer gadgets.
Why it matters
These innovations signal a potential turning point for the stagnant consumer electronics market, moving beyond incremental hardware updates toward AI-driven utility.
Courtesy of Joanna Stern; Tyler Le/BI Apple has been promising a new, improved Siri for two years. It's finally coming out next month. Meanwhile, Apple veteran Jony Ive is working on a "family" of new gadgets for OpenAI. We should see the first one next year. These are both meaningful developments for consumers, says veteran gadget-watcher Joanna Stern. Gadgets have gotten pretty boring over the past few years. We've gotten a few unsuccessful attempts at AI devices . And every 12 months, we get a new iPhone that's basically indistinguishable from the last iPhone. Which makes the next few months pretty interesting. In September, Apple is expected to release its new operating system, featuring a fully revamped Siri that's supposed to be genuinely useful.
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