Virtual assistant at Apple, now in AI-news and regulatory focus
Apple has raised prices on multiple Mac and iPad models, saying rapid memory and storage cost increases driven by AI data‑centre buildouts have made previous margins unsustainable. Microsoft and console makers have already announced similar hikes; analysts warn more device makers and possibly iPhone prices will follow as memory supply tightens.
Apple has unveiled Siri AI and expanded Apple Intelligence at WWDC, promising a conversational assistant that uses personal device data and Google-powered foundation models. The company has said Siri AI will enter beta this summer with a public fall release, but regulators in the EU and China will delay availability there. Apple has emphasised privacy and private cloud compute in its rollout.
Apple has showcased a revamp of Siri and Apple Intelligence, with a focus on AI integration across devices. Tim Cook has outlined leadership in consumer AI as developers and partners prepare for broader app support and monetization strategies.
The European Commission is insisting on interoperability under the DMA, directing Apple to allow competing AI assistants to access user data. Apple has argued this would jeopardize privacy and security, delaying the EU release of Siri AI while Mac users may still access it. Regulators say no exemptions are allowed, and the dispute continues.
Google has begun implementing its settlement changes with Epic, rolling out a two‑part fee structure in select markets. The update introduces a 10% service fee on the first $1 million of earnings, allows external checkout options, and standard 5% billing fees on Play Store transactions. Australia, Japan, and Korea are slated to join later this year.
Prime Day discounts have slashed prices on Apple Watch SE 3, Series 11, and Ultra 3. The SE 3 gains major upgrades, while the Series 11 and Ultra 3 offer advanced health features and outdoor durability. Deals vary by model, with continued price drops through the event.