Khaberni - In a notable shift in its strategy, it seems that "Apple" has started to rethink its approach towards artificial intelligence, with a new direction that could turn the iPhone into a main hub for running AI tools from other companies, instead of relying entirely on its internal development.
From Competition to Partnership
According to a recent report by journalist Mark Gurman, "Apple" plans to unveil this vision during the WWDC 2026, where it will rely on an approach that allows the integration of external AI services into its system.
An AI Store within iOS
The plan includes developing a new feature in iOS 27 known as "Extensions," which allows users to upload chat bots like ChatGPT and Gemini and Cloud, and use them directly within Siri.
The company also plans to create a dedicated section within the App Store for these tools, resembling a mini "AI Store" inside the App Store.
Rebuilding Siri
At the same time, "Apple" is working on improving Siri using Gemini technology from "Google," aiming to provide a better user experience from the moment the device is set up.
A Familiar Business Model
This strategy reflects a model that "Apple" has successfully implemented before, where it provides its own apps, but allows users to choose other alternatives, while continuing to earn profits through subscription commissions within its store.
Implicit Acknowledgment of Lag
Observers believe that this move represents an indirect acknowledgment that "Apple" has not yet succeeded in competing with companies like "OpenAI" or "Google" in developing the best AI models.
Will the Plan Succeed?
Apple's new gamble is based on leveraging its strength in hardware and ecosystem, by making the iPhone a platform that brings together the best AI technologies instead of developing them entirely internally.
In the end, "Apple" might not lead the artificial intelligence race, but it is attempting to be the arena where this race is conducted, and this bet may prove successful in the long run.
