Apple recently made headlines during the antitrust lawsuit filed by the U.S. Department of Justice against Google’s parent company, Alphabet, where a senior executive boldly stated that there might be no need for the iPhone in ten years. This remark clearly outlines the direction of future technology trends. Apple is currently pushing full steam ahead with AI and smart wearable technology, aiming to revolutionize the way users interact with technology through a new platform, reshaping the operational landscape that has traditionally relied on the iPhone.
According to Eddy Cue, Apple's senior vice president, artificial intelligence has become the most influential technological shift of our time. He pointed out that In ten years, you might not need an iPhone anymore. is not just a prediction; it symbolizes Apple's redefinition of its future strategy. He emphasized that AI will fundamentally transform human-computer interaction. In the future, wearable devices equipped with sensors and voice control could replace smartphones, becoming the new core of technology.
Since the launch of the first iPhone in 2007, Apple has relied heavily on this device as its primary source of revenue. Market analysis suggests that although Cue's remarks did not directly reveal the company's specific plans, they offered fresh insights for the industry. In recent years, Apple has been rumored to be actively developing a new generation of wearable devices, including smart glasses with augmented reality (AR) capabilities. These products are expected to feature Siri and advanced visual recognition systems, aimed at creating a new platform driven by AI.
Apple's interest in AI wearable devices aligns perfectly with current trends. For instance, the recent launch of the AI Pin by Humane garnered widespread attention. This device aims to revolutionize how users interact with digital tools by projecting information onto their palms. However, it ultimately failed to gain market acceptance and faced criticism for its subpar performance. Similarly, although the Rabbit R1 comes with a ChatGPT-based voice assistant, its crucial issues with battery life and user-friendliness led to disappointing market reactions.
Eddy Cue emphasizes that the current AI devices on the market are still in the experimental phase, and most cannot truly replace the functions of a smartphone. However, he also points out that technological change always provides new opportunities for innovators, and Apple will continue to embrace this transformation.
Recently, Apple has started to shift its strategy towards diversification. Although the Apple Vision Pro hasn't gained the anticipated popularity and the Apple Car project has been halted, the company remains focused on developing portable smart devices and home robot solutions. Reports suggest that Apple is working on its first foldable iPhone, with plans to launch a fully-screen iPhone in 2027 that eliminates the front camera and Face ID cutout, showcasing Apple's ongoing innovation within its existing product line.
At the same time, Apple's partnership with Google for its search engine is facing challenges due to a lawsuit from the Justice Department. Google pays Apple as much as $20 billion each year to keep its search engine as the default for Safari. If this partnership comes to an end, it could significantly impact Apple's revenue.
Eddy Cue acknowledged in court that the search volume for Safari has begun to decline, closely tied to the rise of AI search tools. Apple is considering incorporating technologies from OpenAI, Anthropic, or Perplexity AI to refine the Safari search experience. In the future, it may diverge from Google, creating an AI-driven new search ecosystem.
From the iPod to the iPhone, Apple has repeatedly redefined the market through self-disruption. Now, AI presents another transformative opportunity for this tech giant. Whether Apple can leverage AI to develop next-generation wearable devices will certainly be one of the focal points in the global tech scene for the next decade.
