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Apple has been spinning its wheels for many months over its approach to artificial intelligence, but a strategy finally appears to be emerging for the company. Bloomberg's Mark Gurman reported today that Apple's long-awaited Siri overhaul will allegedly involve transforming the voice assistant into an AI chatbot, internally called Campos.
Sources have reportedly told Gurman that Apple chatbot will completely replace the current Siri interface in favor of a more interactive model similar to those used by OpenAI's ChatGPT and Google's Gemini. He also cited sources who claimed that while Apple has been testing a standalone Campos app, the company doesn't plan to release it for customers. Instead, the new chatbot will emphasize deep software integrations when it rolls out, reportedly as part of the iOS 27, iPadOS 27 and macOS 27 wave late next year. However, there will reportedly be a new features for the current iteration Siri coming in the iOS 26.4. Those additions will include the much-delayed updates Apple first promised for the platform back in 2024.
Pivoting to a chatbot gives some additional context to Apple's recent move to collaborate with frequent rival Google; the companies
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 OpenAI is "on track" to unveil its first AI device in the second half of this year, Axios reported this week.
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 In September, Apple and the NFL announced that Puerto Rican rapper and singer Bad Bunny will headline the Apple Music Super Bowl LX Halftime Show on Sunday, February 8. The performance will take place at Levi's Stadium, in Santa Clara, California.
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First, the news: In its announcement that the Brad Pitt blockbuster F1: The Movie will make its debut on Apple TV in December, Apple casually noted that as of now, Apple TV isn't Apple TV anymore.
"Apple TV is now simply Apple TV, with a vibrant new identity," Apple's press release reads. What's the new identity, you ask? Aside from a new and multicolor Apple TV logo, that's hard to say.
Those of us who follow the streaming industry greeted the news with furrowed brows. So Apple TV the streaming service is now on Apple TV, the streaming box? Isn't that kind of confusing? Yes, the Apple TV streaming player is officially known as "Apple TV 4K," but still.
Well, it's details like the " " and the "4K" that cause headaches when it comes to clear and consistent branding, and the truth is most folks haven't bothered with the "plus" for a long time. Severance, The Studio, The Morning Show, Ted Lasso—those are all Apple TV shows, according to everyday streamers.
Sometimes, simplicity and familiarity are best. Take HBO Max, which went through a three-year-old rebranding drama that saw the service renamed as "Max," a change that was mainly driven by the now-unraveling alliance between the former WarnerMedia and Discovery.
Warner Bros. Discovery likely spent a fortune trying to get the Max branding to stick, but most subscribers just kept calling it HBO Max. Finally, the entertainment giant stopped swimming against the ti
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