The changes were announced at Apple’s Worldwide Developers Conference in Cupertino, where the company said it wants to make discovery more personal while also giving developers better management over promotion and subscriptions.

One of the additions is a feature called Personalised Collections. This will surface app recommendations based on a user’s interests and activity.

Apple says the suggestions will appear across the Apps, Games and Search tabs and will adjust over time as users download and interact with more apps.

Alongside this, App Notes will appear to explain why a particular app has been recommended.

These recommendations will begin rolling out in English in the United States first, with other regions and languages to follow later.

Developers will also get new marketing tools. Apple is introducing Creative Assets, which allow richer images and videos to appear on product pages and in search results. These assets can be used to highlight updates, seasonal offers or new features.

There is also a new Asset Library inside App Store Connect, a central storage system where developers can manage screenshots, preview videos and other promotional content in one place.

Apple says this will reduce repeated uploads and make campaigns easier to manage across different pages and events.

On the subscription side, Apple is expanding how apps can be sold to groups. Developers will be able to offer subscriptions to organisations using volume purchasing through Apple Business Manager and Apple School Manager.

These purchases can be assigned across users through existing device management systems.

There is also a new group purchase option which allows one user to buy a subscription and invite others to join under the same plan. This will be handled through built-in invitation tools so users can accept and join without friction.

New App Store Bundles will also allow developers to package subscriptions from different apps together at a reduced price. In addition, Suites will let developers create grouped subscription packages that are not available as individual purchases.

Apple is also adding Retention Messaging tools, allowing developers to present tailored messages or offers when a user tries to cancel a subscription. The aim is to give users alternatives before they leave a service.

For app review and submission, Apple says it is simplifying the process. Developers will now be able to group multiple in-app purchases into a single submission for review, instead of sending them separately. This is designed to speed up approvals and reduce delays.

On the Mac App Store, Apple is also removing the requirement for Intel support. Developers can now ship apps built only for Apple silicon devices, cutting down on the need to maintain multiple versions.

Parental controls are also getting updates. New Time Allowances in iOS 27, iPadOS 27 and macOS 27 will let parents set limits on how long children can use apps across categories such as games, entertainment and social media. Schedules will also allow access to be controlled at different times of the day.

Apple says apps will be categorised more strictly under this system. Developers will also need to update age rating details, including whether their apps involve social features such as user-generated content. These updates will feed into how apps are grouped for parental controls.

Following the long-awaited overhaul, the company says the system will bring deeper intelligence across its devices, but it will not launch everywhere at the same time.

The update focuses on a more conversational assistant that can understand context across apps and screens. It also allows users to interact with Siri in a more continuous way, including through a dedicated interface that stores recent interactions privately.

Apple says Siri AI can now search across Messages, Mail, Photos and Calendar to surface personal information when needed. It also reads what is on a device screen and responds based on that content. The assistant is also designed to work across iPhone, iPad, Mac, Apple Watch, AirPods and Vision Pro.

A camera-linked feature adds another layer, where users can point their device at objects and ask Siri to interpret them. Apple says this can include tasks such as analysing food items or helping split shared bills.

At the core of the system is what Apple calls “Apple Intelligence”, built on its own Foundation Models. The company says some tasks will run on-device, while more complex requests will use Private Cloud Compute.

Apple stated that “Privacy at Every Step,” is still very much central to the design, explaining that external support from Google’s Gemini model helps with some cloud-based functions. However, the company maintains that user data is not stored in a way that links back to individuals.

Despite the rollout, access will be restricted in key markets at launch. Users in the European Union will not receive Siri AI on iPhone or iPad when iOS 27 and related updates arrive later this year. China will also miss the initial rollout.

Apple links the European restriction to regulatory demands under the Digital Markets Act. The company argues that it cannot safely integrate the system under current conditions.

In its statement, it said regulators require “direct access to users’ private data – and the ability to directly control other installed applications – as soon as Siri AI is made available in the EU without the necessary safeguards to ensure user and data safety”.

The company also referenced its earlier proposal to regulators, describing a “Trusted System Agent” approach, which it says was not accepted. Apple maintains that the rejected model would have allowed safer integration with competing assistants.

Craig Federighi, Apple’s senior vice president of software engineering, said EU users will not get Siri AI on iPhone or iPad with the new operating system releases this year. He confirmed the restriction during the announcement window.

The company also stated that “extreme interpretation of the DMA” influenced its decision to hold back the feature. It added that it sees “clear dangers to EU users” under the current framework.

Even so, Apple confirmed that EU users will still access Siri AI on Mac computers and Vision Pro headsets. Those platforms will run macOS 27 and visionOS 27 with the feature included.

In China, Apple says approvals are still in progress, and no timeline has been confirmed for a full rollout. The company has not announced Siri AI availability for mainland China at launch.

It added that Hong Kong may receive earlier access, depending on language support and regulatory clearance. English-language beta testing is expected to begin in select regions later.

Apple’s strategy places Siri AI at the centre of its software ecosystem. The assistant will be integrated across iOS 27, macOS 27, watchOS 27, visionOS 27 and tvOS 27. The company is positioning this as a shift towards a more AI-led operating system design.

Developer access is already open through beta releases, with public testing expected around July 2026. A full release is expected later in the year, likely alongside the next iPhone cycle.

But unlike Samsung, there is no replacement or removal of the iMessage. Instead, the company is expanding it.

Along with the newly released iOS 26.5, Apple has officially started enabling end-to-end encrypted RCS messaging between Android and iOS phones, introducing one of the biggest upgrades to cross-platform messaging in years.

Until now, messaging between Android and iOS has always felt outdated. Photos always lost quality, read-receipts were inconsistent and most importantly, conversations lacked proper encryption outside of apps like WhatsApp or Signal. This is exactly where RCS comes in.

What RCS Actually Means and Why It Matters in 2026

RCS is short for Rich Communication Services, and it is essentially the replacement for traditional SMS messaging. It supports high-quality media sharing, typing indicators, read receipts, message reactions, improved group chats and now, cross-platform end-to-end encryption.

In simple terms, this is an upgrade from the normal texting experience into something that behaves like modern messaging apps.

What makes this rollout important is not just the features, but the timing. In 2026, privacy has become one of the top concerns in consumer technology, and users are becoming more aware about how their conversations and habits are handled across social platforms.

At the same time, regulators, especially in the EU and Africa are pushing for a more stronger digital privacy protection.

According to Apple, encrypted RCS conversations will now display a padlock icon on any iPhone that meets the compatibility requirements. Messages are protected using the new RCS Universal Profile 3.0 standard created with support from Apple and Google.

Not Every iPhone Is Getting the Upgrade

However, this does not imply that every iPhone will automatically receive this update. The encrypted RCS messaging is reserved for only iPhones running on iOS 26.5 or newer.

This means older iPhones stuck on a previous iOS version will not benefit from this upgrade. Apple also confirmed that carrier support is important as well, meaning availability may differ depending on region and mobile network support.

So while this sounds like a universal upgrade, it is actually a gradual transition that depends mainly on the iOS version, the mobile carrier and the latest compatible version of Google Messages on Android.

Conclusion

What makes this conversation more interesting is the general direction of tech companies towards privacy and messaging in 2026.

While Samsung, Google and now, Apple are working together for a stronger default encryption standard for messaging,  some social platforms like Meta’s WhatsApp are reportedly scaling back or loosening their encryption systems.

For users in 2026, privacy is not just about hiding secrets anymore. It is now more about control, and with Apple finally bringing encrypted RCS to iPhone-Android messaging, cross-platform texting might have just entered its most secure era.

According to the latest report from Omdia, global tablet shipments grew by just 0.1 per cent year-on-year to 37 million units in Q1 2026, reflecting a largely stagnant market, with Chromebooks mostly affected.

Although some regions, particularly Latin America as well as the Middle East and Africa, recorded stronger performance, analysts noted that much of the growth was driven by inventory build-up rather than actual end-user demand.

The report also noted that tablet shipments declined sequentially during the quarter, in line with normal seasonal trends, further highlighting the market’s weak momentum.

“Heading into 2026, tablets have been relegated in importance for vendors across margins, volume, and overall value,” said Himani Mukka, research manager at Omdia. “In this supply-constrained environment, consumers and vendors alike are being more deliberate about which devices to prioritize. PC vendors are focusing on notebooks and desktops, while those operating across both smartphones and tablets are gravitating toward smartphones due to their outsized contribution to overall business.”

“Within the tablet space, vendors’ focus in 2026 will be skewed toward the premium segment, where demand has held up better relative to the mass market,” added Mukka. “The volume tier is more challenged: promotional headroom is limited as there is little room to absorb further price increases, and tablets lack a structural refresh catalyst comparable to the Windows 10 end-of-support cycle in the PC market. The outlook for the second half of 2026 is expected to remain cautious, with volume market segments facing the greatest pressure on both shipment volume and value.”

“Within the PC segment, Chromebooks are currently the most impacted category, with volumes declining significantly,” said Kieren Jessop, principal analyst at Omdia. “Production indicators point to a weak near-term outlook, and education-related deployments are increasingly being deferred until market conditions stabilize. Ongoing supply constraints are also expected to delay the second phase of Japan’s GIGA School Program 2.0. While the first phase – extended from end-2024 through end-2025 – was completed without major disruption, the current supply environment is likely to introduce delays in the next phase.”

The global tablet market delivered a flat performance year on year in Q1 2026. Among leading vendors, Huawei and Lenovo recorded the strongest growth, with shipments increasing 28% and 20% year on year, respectively.

Apple retained its top position, shipping 14.8 million units and growing 7.9% year on year, supported by strong performance from the iPad Air.

Samsung ranked second, but faced pricing pressures, with shipments declining 12.6% year on year to 5.8 million units. Huawei placed third, shipping 3.2 million units and growing 28% year on year, as it continues to steadily expand its presence across Asia Pacific.

Supported by both shipment pull-in and education deployments, Lenovo followed with 3.0 million units, up 20% year on year. Xiaomi rounded out the top five, shipping 2.6 million units, reflecting a 13.6% year-on-year decline in the quarter.

All major Chromebook vendors faced challenges in Q1. Lenovo, which ranked first and was a key participant in Japan’s GIGA School Program alongside its subsidiary NEC, saw shipments decline 11.2% year on year to 1.5 million units as the first phase of deployments concluded.

HP ranked second, shipping 1.0 million units, down 15.3% year on year. Acer placed third with 937K units, managing a relatively smaller decline supported by stable shipments in North America and increased shipments into APAC.

Dell experienced the steepest decline among the top five vendors, with shipments falling 28.3% year-on-year to 413K units.

ASUS, another key participant in Japan’s GIGA School Program 2.0, was the only vendor to record growth in Q1, with shipments rising 3.5% year on year to 406K units, accounting for a 9% market share.

For years, Apple’s main OLED suppliers have primarily been Samsung, from the iPhone X era to the current Pro models. However, a new player is now taking on a bigger function.

According to new industry reports, Apple and BOE Technology Group are deepening their partnership, targeting the shipment of 35 million OLED panels for iPhones throughout the year.

Apple began using BOE display panels in 2021 before later expanding their use across some standard iPhone models, including the iPhone 12, 13 and 14 series.

While the Chinese company initially struggled to meet Apple’s quality standards, it eventually became a regular supplier of some lower-tier iPhone models. Now, the partnership appears to be expanding further.

Currently, BOE has solidified its position as the primary supplier for legacy models and entry-level iPhones including the new 17e.

By scaling with BOE, Apple gains greater bargaining power, ensuring no single supplier can dictate pricing or create problems in the global distribution of its most popular devices.

The 35 Million Display Target is Not Random

Being one of the most important tech companies globally, Apple cannot just hand over the supply of 35 million OLED panels to a supplier unless they have passed years of testing, calibration, and manufacturing scrutiny.

BOE’s expected 35 million panel allocation is likely linked to Apple’s more mainstream iPhone lineup. Devices like the upcoming standard iPhone models and future “e” variants are expected to benefit the most from this partnership expansion.

Unlike many Android manufacturers that aggressively market AMOLED saturation with high peak brightness, Apple’s philosophy has always been about a balance of colour, power efficiency and long-term reliability.

This approach has become highly important in regions where millions of users keep their devices longer than before.

The more Apple distributes OLED panel production across multiple suppliers, the stronger its bargaining position becomes.

However, this does not imply that Samsung is suddenly out of the picture.

Samsung Display is still expected to be Apple’s primary supplier, particularly their most advanced niche OLED panels, especially in areas where manufacturing complexity is higher.

This includes displays for Pro iPhone models, high-refresh LTPO panels, ultra-thin OLED architectures, and potentially Apple’s rumoured foldable iPhone.

What Apple is doing is not replacing Samsung, but redistributing responsibilities and reducing overall dependence on a single supplier.

On its online store, the Apple Mac mini no longer comes in 32GB or 64GB RAM variants. The higher option has gone, and the M4 Pro model now tops out at 48GB. If you go for the standard M4 version, you can only choose 16GB or 24GB.

The same pattern shows on the Apple Mac Studio, with the M3 Ultra model losing its top memory tiers. It now ships only with 96GB RAM, after Apple removed the 256GB option and other higher configurations.

On the delivery aspect, both machines now show shipping estimates of about nine to ten weeks, depending on the setup.

Another change affects pricing. Apple has dropped the 256GB storage option for the Mac mini. That means the entry model now starts at 512GB, pushing the base price from $599 to $799.

It’s worthy of note that Apple had already stopped taking orders for some higher-RAM Mac Studio and Mac mini models earlier in March and April. What we are seeing now is a difference in what remains available.

Speaking recently, Tim Cook said supply will stay tight for a while. “We think, looking forward, that the Mac mini and Mac Studio may take several months to reach supply-demand balance,” he said.

He also pointed to stronger demand than expected. According to him, more users are buying these machines to run artificial intelligence tools locally. That demand, combined with high memory costs, is forcing Apple to scale back certain configurations.

The pressure is coming from the global market. Demand for AI servers has driven up the cost of memory chips, especially DRAM and NAND. As a result, manufacturers are adjusting what they can offer.

Apple Mac is not alone in the challenge of memory shortage. Other PC makers, including Dell Technologies, HP Inc. and Lenovo, have also reported delays and fewer options for systems with large amounts of RAM.

As it stands, if you need higher memory on an Apple machine, options are limited. The company’s newer laptops, including models with its latest chips, still offer more flexibility. But on the desktop side, choices have narrowed, and it may stay that way for months.

The case, which was filed in 2024 by investor Peter Landsheft in a federal court in California, followed announcements by Apple at its 2024 developer conference, where the company said a range of new AI tools would arrive with upcoming iPhones.

Those features did not appear when the devices launched later that year.

Shareholders argued the delay affected them, saying the company promoted features that were not ready. Apple later confirmed in 2025 that the upgraded Siri would not be available until 2026.

Under the proposed settlement, eligible iPhone users in the United States could receive between $25 and $95 per device, but the final amount will depend on how many claims are submitted.

The offer applies to devices that support Apple Intelligence, including the iPhone 16 range and the iPhone 15 Pro models, sold between June 10, 2024 and March 29, 2025.

Apple plans to open the claims process within 45 days of May 5, 2026. Customers will need to provide proof of purchase, along with their device serial number and Apple ID.

The company has not admitted wrongdoing. In a statement, it said, “Apple has reached a settlement to resolve claims related to the availability of two additional features. We resolved this matter to stay focused on doing what we do best, delivering the most innovative products and services to our users,”

Since introducing its AI drive, known as Apple Intelligence, in 2024, Apple says it has released several other tools. These include Live Translation, Writing Tools, Genmoji and a photo editing feature called Clean Up.

Attention now turns to Apple’s next developer event, Worldwide Developers Conference, where executives have confirmed the long-delayed Siri upgrade will be presented. The company is expected to outline how the assistant will handle more complex tasks and respond with better context.

Beyond software, there are also signs Apple may adjust its hardware plans. Reports say the base iPhone 18 could be pushed back, with more focus placed on higher-end models and new designs.

However, the settlement still needs court approval before payments can go ahead.

The company said the new model applies to auto-renewable subscriptions and is designed to give users lower monthly prices while helping developers secure steadier long-term income.

Under the system, customers can spread payments across 12 months instead of paying upfront for an annual plan. In return, developers may offer reduced monthly rates compared with standard month-to-month subscriptions.

Developers usually promote annual subscriptions by showing a cheaper monthly equivalent to persuade users to commit for longer. Apple is now building that option directly into the App Store system.

Users can cancel at any time, but the subscription will remain active until all agreed payments have been completed. It will not renew after the 12-month term if the user cancels before the end of the commitment.

To make terms clearer, customers will be able to check how many payments they have completed and how many remain through their Apple Account settings.

Apple also said it will send reminder emails and, for users who opt in, push notifications before renewal dates.

However, the new subscription option will not launch initially in the United States or Singapore. Apple did not give a reason for excluding the two markets.

Developers can already set up the feature in App Store Connect and test it through Xcode.

The option will be available worldwide, except for those two countries, for users running iOS 26.4, iPadOS 26.4, macOS Tahoe 26.4, tvOS 26.4 and visionOS 26.4 or later, once iOS 26.5 and related software updates are released in May.

The iPhone maker said on Monday that Ternus will take over on September 1, while Cook will become executive chairman.

The leadership change comes as Apple strengthens its focus on artificial intelligence, responding to competition from companies including Nvidia, Meta and Google.

Ternus joined Apple in 2001 and currently serves as senior vice-president of hardware engineering. He has worked on several of the company’s biggest products, including the Mac, iPad and AirPods.

He is also seen as an important figure in improving Mac sales in recent years, helping the product regain momentum against personal computer competitors.

Although he has kept a lower public profile than some Apple executives, the company has recently given him a more visible role.

Last year, Ternus presented the iPhone Air, a major redesign of Apple’s flagship device and one of the biggest changes to the product line in years.

At 50, he takes over at the same age Cook did when he succeeded Apple co-founder Steve Jobs in 2011.

Cook leaves the chief executive role after overseeing one of the most successful periods in Apple’s history. Since taking charge in August 2011, he has helped increase the company’s market value by about $3.6 trillion.

He was widely credited with expanding Apple’s global supply chain, especially through manufacturing partnerships in China, while also growing the company’s services and hardware businesses.

Cook also became the first Fortune 500 chief executive to publicly come out as gay in 2014 and often spoke on issues including workplace diversity and environmental policy.

Apple said Cook will remain involved in dealing with policymakers as executive chairman.

Ternus now inherits a company under pressure to show stronger progress in artificial intelligence.

Although Apple introduced Siri in 2011, it has struggled to match the pace of newer AI-focused companies.

Tech giants such as OpenAI and Anthropic have attracted millions of users with new chatbot products, while Nvidia has become the world’s most valuable listed company on the back of demand for AI chips.

In January, Apple reached an agreement with Google to use Gemini technology to improve Siri.

Ternus will also face competition in new devices. Meta Platforms has found success with smart glasses, while Apple’s Vision Pro headset has faced questions over its high price.

Alongside appointing John Ternus as CEO, Apple said Johny Srouji has been named chief hardware officer. He will continue leading the company’s custom chip and sensor teams.

The hardware engineering group previously led by Ternus will now be overseen by Tom Merieb.

New figures from Counterpoint Research showed Apple’s shipments grew 20% year-on-year between January and March. That was the strongest performance among the country’s major phone makers.

The overall Chinese smartphone market, however, fell 4% during the same period. High memory chip prices and supply chain pressure weighed on sales across the sector.

Huawei kept its lead in the market with a 20% share after posting 2% shipment growth. Apple followed closely with 19%.

Counterpoint senior analyst Ivan Lam said Apple stood out while rivals raised prices.

“As most rivals raise prices, Apple stands out for value, with Chinese consumers knowing its products last at least three years,” he said.

That view appears to be helping Apple hold demand in a market where buyers have become more careful with spending.

Huawei also benefited from strong demand across both premium and lower-priced devices. Lam said sales of models such as the Enjoy 90 series helped lift its numbers.

Several other brands lost ground.

Xiaomi’s shipments dropped 35%, pushing it down to sixth place. Lam linked the fall to a strong performance in the same period last year, when the company benefited from aggressive discounts and government subsidies.

Oppo and Honor also posted declines of 5% and 3% respectively.

Vivo was one of the few brands to grow, recording a 2% rise, helped by strong Lunar New Year sales.

With these, Counterpoint expects more pressure in the second quarter as Chinese brands keep raising prices.

Lam said Apple and Huawei may cope better than others, with Huawei likely to gain further support from demand for cheaper handsets.