Eddy Cue, one of Apple’s senior executives, drew attention with his statement in the US Antitröst case in the USA. His assessments within the scope of the hearing shed light not only the search engine market, but also Apple’s product strategies. CUE’s words, “You may not need an iPhone after 10 years”, gave important clues to how technological transformations create a roadmap for Apple. This explanation becomes even more meaningful when evaluated especially with the increasing effect of artificial intelligence technologies.
The case came up because Apple offers Google as a default search engine in the safari browser. However, the statements in the case were not limited to this commercial agreement. Eddy Cue’s words contain strong messages about which areas Apple is turning in the near future.
Apple’s focus on artificial intelligence points to the post -iPhone period
CUE’s possibility of “even though it sounds crazy” is not surprising for those who closely follow the sector dynamics. Great transformations in the world of technology result in the fact that dominant products are replaced by new ones. Apple’s launch of a new era with the iPhone in the past in the past is one of the examples of this strategy. Today, artificial intelligence may be opening the door of a similar jump.
In addition, Apple’s recent contact with different artificial intelligence initiatives is among the developments that confirm this trend. In particular, negotiations with companies such as OpenAI, Perplexity AI and Anthropic reflect Apple’s goal of transforming safari search experience. The company is working on artificial intelligence -based search engines to be integrated into Safari. This has the potential to directly influence both relationships with Google and users’ access to information.
The current search engine agreement between Apple and Google is known to be about $ 20 billion annually. In this context, artificial intelligence needs to play a more strategic role for the company in order for Apple to waive this income. Based on CUE’s statements, Apple is planning to replace such income with different technological models in the long run. There is a direct connection between the growth targets on the services side of the company and such decisions.
Despite everything, the iPhone is still the most important income item of Apple. However, the smartphone segment, which reaches market saturation, directs companies to new searches. Artificial intelligence -supported assistant devices, wearable technology or augmented reality solutions are among the first examples of these searches. For this reason, the future of the iPhone is redefined not only on a product basis, but also on the basis of experience.
In addition to all these, Eddy Cue’s statements offer a window about its future vision, not Apple’s current strategies. The company continues to invest in tomorrow’s technologies while protecting today. Every paradigm change in technology prepares the ground for new players on stage. It is clear that Apple has taken proactive steps to avoid these changes.
We are in a period in which user habits and dependence on equipment evolve into software -centered experiences. In this context, Apple’s products offer in the next 10 years will be possible in very different ways from today’s devices. The company’s goal of increasing its weight in software and service areas as well as hardware stands out as one of the main dynamics of this transformation.
Eddy Cue’s words point to a long -term orientation rather than short -term plans. Although the disappearance of the iPhone will not happen from today to tomorrow, Apple’s product philosophy is seen in a major change. Artificial intelligence is the main element that triggers this change. Developments show that Apple can become a very different technology company in the next decade.