Apple isn't racing to dominate the artificial intelligence landscape – and that might be its smartest move. While competitors aggressively push AI features into every product, Apple seems content to quietly build, focusing on functionality and user experience above all else. Many consumers aren’t clamoring for AI-powered everything; they simply want their devices to *work* flawlessly.
Despite this measured approach, Apple is far from absent in the AI revolution. Behind the scenes, a significant amount of development is underway, hinting at a future where AI subtly enhances, rather than overwhelms, the Apple ecosystem. The company is poised to unveil three key AI features, promising a substantial leap forward, though delivered on Apple’s own timeline.
First on the horizon is a reimagined Siri. The AI assistant, once the subject of delayed launches and pulled commercials, is slated for a phased rollout. A new version is planned for iOS 26.4, with a complete redesign arriving with iOS 27. This isn’t just a cosmetic upgrade; Apple initially envisioned a Siri capable of understanding nuanced requests and proactively accessing information from messages and emails – a truly contextual assistant.
The path to this intelligent Siri hasn’t been easy. Engineering hurdles delayed the project for years, pushing its full realization into the future. There’s even speculation that Apple might leverage Google’s Gemini model to accelerate development. While iOS 26.4 is still several months away – likely arriving in March 2026 – the prospect of a significantly improved Siri is growing closer.
Beyond Siri, Apple is developing an AI-powered health agent, codenamed “Project Mulberry.” This ambitious project combines a revamped Health app, a subscription service (Health+), and an AI assistant trained by real doctors. Imagine receiving personalized video explanations about concerning health trends detected by your Apple Watch, delivered by a trusted medical professional.
Apple is already investing in studio space and considering prominent medical figures to host this Health+ service. However, integrating AI into healthcare presents unique challenges. Accuracy and user privacy are paramount, and Apple will need to address these concerns head-on to build trust and ensure responsible implementation. The potential launch alongside the new Siri in iOS 26.4 makes this a feature to watch closely.
Finally, Apple is crafting an AI-driven web search tool, internally known as “World Knowledge Answers.” Designed to compete with emerging AI search platforms, this tool will integrate directly with Siri, and potentially Safari and Spotlight. It aims to provide comprehensive answers, incorporating text, images, videos, and local information, all within the Apple ecosystem.
The goal is clear: to keep users engaged within Apple’s suite of products, rather than diverting them to external AI search engines. This feature, like the others, is targeted for iOS 26.4, signaling a significant AI push in the coming years.
Will these advancements propel Apple to the forefront of the AI race? Perhaps not. But Apple’s strategy isn’t about winning the AI battle; it’s about seamlessly integrating AI to enhance the user experience. While AI is currently a hot commodity, Apple’s enduring success isn’t dependent on being first – it’s built on delivering exceptional products that simply *work*.
