Apple is preparing to make its biggest move in AI by launching three AI-powered hardware devices. And that leaves me with a couple of burning questions.
According to a Bloomberg report, the three AI products that Apple is accelerating for launch later this year or in 2027 are:
- AI smart glasses: These would be Apple's flagship AI accessory, offering the most capabilities and carrying the highest price tag. The pair in development does not include a display, instead looking to differentiate based on design and camera quality. This is consistent with a report from October claiming that Apple had shifted resources from the Vision Pro team to a team working on AI glasses.
- AirPods with AI powers: This would be a simpler AI device with cameras added to the earbuds and the ability to use the combination of cameras, microphones, and speakers in tandem. This would allow for simple multi-modal AI queries and enhance existing features, such as the recent AI translation capabilities added to AirPods Pro.
- An AI pendant: Perhaps the most controversial idea is an AI pin that would be shaped similar to an AirTag and could be worn as a necklace or clipped onto your clothing. This device could offer features similar to the AI earbuds, but at a more affordable price tag. Given the limited interest in other AI pendants and jewelry to date, this is the most surprising product in the report.
Historically, Apple has entered markets late, perfected its devices, broadened the appeal, and rapidly gained market share. But, there are two big questions in my mind about whether this time is different:
- Trust: Apple hasn't shown much leadership in integrating generative AI features into its products yet, so these devices would need to be a major turning point. Ahead of the devices' launch, we'll need to see the new Gemini-powered Siri bring a wave of AI capabilities that Apple owners start using frequently to build trust that Apple can deliver high-quality AI.
- Execution: With the Apple Intelligence launch still fresh in our minds, the company made some big promises about AI that it couldn't deliver. That has naturally called into question whether the company has the right talent and DNA to deliver powerful AI experiences that will lead the way in the years ahead.
Our Deeper View
Earlier this month, The Deep View polled its newsletter audience and asked, "If Apple dramatically improves Siri, would you switch to it as your primary chatbot?" Only 23% said "yes," 69% said "no," and 8% had other thoughts. The success or failure of Apple AI devices will, of course, also be heavily dependent on the effective overhaul of Siri. There isn't currently much in the product to give us hope that it will improve. Everything is riding on the partnership with Google Gemini and Apple's ability to cohesively integrate Gemini capabilities into Apple hardware. This type of partnership is not a standard play from Apple's vertical integration playbook, and that's another factor that raises the stakes.