Apple's AI Gamble: Why Siri's ChatGPT Makeover Might Be Too Late

2026. That's when Apple plans to finally give Siri the intelligence upgrade it desperately needs, transforming the voice assistant into a ChatGPT-style chatbot. But in the fast-moving world of AI, is two years too little, too late?

According to Bloomberg, Apple's new chatbot project, codenamed *Campos*, will replace Siri's existing interface entirely. Powered by Google's Gemini models, it'll arrive on iPhone, Mac, and iPad through fall operating system updates. We'll likely get our first glimpse at Apple's developer conference WWDC in June.

The timing reveals everything about Apple's current position: playing catch-up after its Apple Intelligence rollout with the iPhone 16 fell disappointingly flat.

The Wearable Wild Card

But Apple isn't stopping at a smarter Siri. The Information reports the company is developing an AI-powered wearable the size of an AirTag, complete with multiple cameras, speakers, microphones, and wireless charging. The rumored 2027 launch would put it directly against a growing field of AI hardware competitors.

The concept isn't new. Humane's Ai Pin generated massive hype before crashing spectacularly within a year. OpenAI is collaborating with former Apple designer Jony Ive on AI hardware, while Meta and Google are pushing smart glasses with embedded AI assistants.

Apple's success will hinge entirely on whether *Campos* can deliver the seamless, intelligent experience that Siri has promised but never quite achieved. The wearable is essentially a *Campos* delivery device—if the chatbot fails, the pin fails too.

The Broader Hardware Bet

The AI wearable represents just one piece of Apple's expanded hardware strategy. Reports suggest the company is also developing smart glasses, augmented reality glasses, a security camera, and AirPods with enhanced sensors. There's even that long-rumored iPad-like home hub with a swiveling base for smart home control.

This shotgun approach suggests Apple recognizes it can't afford to miss the next major computing platform shift. But it also raises questions about focus and execution—two areas where Apple has historically excelled by doing fewer things exceptionally well.

Market Disruption Beyond Apple

While Apple scrambles to catch up, other significant shifts are reshaping the tech landscape. Sony, one of the world's most trusted TV innovators, is handing majority control of its home entertainment business to Chinese manufacturer TCL. The 51% stake deal, expected to close by April 2027, reflects how Chinese companies have evolved from disruptors to market leaders in consumer electronics.

Meanwhile, Asus is pausing its smartphone business after two decades, citing poor sales numbers for its ZenFone and ROG gaming devices. The company plans to redirect resources toward PCs and AI-focused products like smart glasses and robotics.

Even more intriguing is the NexPhone—a $549 device that can run Android, Linux, and Windows simultaneously. While it won't compete with flagship smartphones on raw performance, it represents the kind of experimental thinking that established players like Apple rarely embrace.

The Innovation Paradox

These developments highlight a fascinating paradox in today's tech landscape. Apple, once the industry's most innovative company, is now following trends set by OpenAI, Google, and even smaller players. Meanwhile, companies like TCL and experimental startups are pushing boundaries that established giants seem hesitant to cross.

The 2026 timeline for *Campos* isn't just about product development—it's about whether Apple can reclaim its position as a technology leader rather than a premium follower. The company's historically successful strategy of perfecting existing concepts may not work in an AI world where first-mover advantage matters more than polish.