Many are saying it. Google Gemini is inside Apple’s iPhone AI. Apple has been gobbled by Google. The companies' phones are barely distinguishable now. None of that is right. The confusion is understandable. Google uses the word “Gemini” to mean at least two different things: their consumer AI assistant app and their family of underlying AI models. When people hear that “Gemini is powering Siri AI,” they picture the Google Gemini app somehow inside an iPhone.
At WWDC 2026 this week, someone asked Siri to go through a folder of contractor quotes as PDFs, compare them, pick the best option and draft a reply email. Siri did it. Live, on stage, in front of an audience.
That’s not a kitchen timer. That’s not “Hey Siri, what’s the weather.” That’s the kind of task you’d currently hand to Claude or ChatGPT with careful prompting and a bit of luck. Apple just demonstrated it happening through a voice assistant most of us had written off.
It is worth understanding how they got there - because the architecture behind it is genuinely interesting, and a lot of it comes down to a clever solution to a very unglamorous problem: memory.
Apple didn’t announce anything revolutionary at WWDC. For a company of this maturity, that’s not a criticism - it’s a read of the room.
The focus was platform optimisation and extension: making what already exists faster, smarter and less visually exhausting. Yes, they’ve walked back some of the Liquid Glass overload. Good.
Most technology advice from 2007 is obsolete. This clip is not.
Steve Jobs is explaining why Apple wasn’t doing more to chase the PC market. The analysts kept asking. Apple had around 5% of the market at the time. Why not cut prices, increase volume, grow the number?
His answer was almost resigned: we just can’t ship junk.
Not “we’ve chosen not to.” Not “our strategy prioritises premium positioning.” A statement of fact about what Apple is actually capable of doing as a company. To pursue share through price cuts and quality compromise would be to become a different business entirely - and not one worth becoming.