He called the iPhone an “intelligent personal hub,” framing it as an intersection of advanced AI capabilities and an understanding of your personal context. The system will use that context, including your calendars, contacts, routines, messages and app activity, to provide more relevant assistance to you as you go through your day.

Apple's updated Mac processors target heavy local AI workloads, with on-device AI muscle, scads of unified memory, and architecture changes built to run cutting-edge models on your desk.

Apple claims that it has integrated innovative protections into the Duo’s design to keep the phone from falling prey to the typical wear and tear associated with foldables. That includes the hinge, according to Johny Srouji, the company’s chief hardware officer.

Apple is giving creators more control over light and depth of field, along with a new way to verify that an image came from a real camera.

Apple’s dedication to doing as much AI on its devices as possible was on full display during its presentation of the new A20 Pro chip, which power the company’s new iPhone 18 Pro and iPhone 18 Pro Max.

Most notably, Apple is taking aim at the growing wave of AI wearables with new "Audio Intelligence" features that let you rewind moments and remember details from daily conversations.

Wall Street obsesses over the hyperscalers burning billions on AI infrastructure, but one mega-cap with 2.5 billion active devices keeps getting left out of the conversation, and that oversight may be exactly where the opportunity hides.