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.

According to a report by Bloomberg, the upgrade will arrive with iOS 27, iPadOS 27 and macOS 27, expected later this year.

People familiar with the plans said the feature will allow Siri to process multi-step commands in a single query, instead of handling them one at a time.

Right now, Siri responds to one instruction per request. That has left it trailing competitors that can manage more complex tasks in a single interaction. With this change, a user could ask Siri to get directions and share them with a contact in one sentence.

Apple is also working on a comprehensive redesign of Siri. The company is said to be building a more advanced version of the assistant using technology linked to Alphabet Inc.’s Gemini model. Apple has not responded to requests for comment.

The upgrade is expected to feature at the Worldwide Developers Conference on June 8, 2026, where Apple usually previews its next software updates.

Beyond handling multiple requests, Apple is testing a new Siri app with both voice and text input. Users may also be able to revisit past conversations, a feature already common with tools like ChatGPT.

There are also plans for an “Extensions” system that would allow third-party services to plug directly into Siri.

At the same time, Apple is looking at opening Siri to other AI providers. Reports say users could choose between different assistants, including those from Anthropic, alongside existing integrations.

This changes the tech giant’s approach. Apple’s earlier Apple Intelligence rollout in 2024 did not gain strong traction, and the company has been under pressure to close the gap with competing systems.

Internally, the project to overhaul Siri into a full chatbot is said to carry the codename “Campos”. The plan is to embed it across the iPhone, iPad and Mac, replacing the current interface with something more interactive and capable.

The event has long been an important date for developers across the Apple ecosystem, but this year’s conference is expected to be truly different.

Early cues show Apple is moving beyond incremental updates toward a more integrated, AI-driven experience across its platforms.

At WWDC 2025, the company focused largely on stability, refinement and consistency across devices. Artificial intelligence featured, but only in a limited and controlled way. That is expected to change in 2026, with AI likely to take centre stage.

AI Takes the Spotlight

As with previous editions, WWDC 2026 will be software-focused. Apple is expected to unveil the next versions of its operating systems, including iOS 27, iPadOS 27, macOS 27, watchOS 27, tvOS 27 and visionOS 27.

The difference this time is the scale of change. Rather than adding isolated AI features, Apple is expected to integrate intelligence more deeply into how its devices function and interact with users.

iOS 27: A Smarter iPhone Experience

The iPhone is expected to be foremost to Apple’s AI drive.

Recent updates, including iOS 26.4, left some users disappointed, particularly around the lack of major improvements to Siri and limited rollout of broader AI features. With iOS 27, Apple is expected to address those gaps.

Anticipated updates include tighter integration of AI across everyday tasks. Writing tools could become system-wide, working across Messages, Mail and Notes. Photos may gain smarter organisation and editing capabilities, while the system itself could offer real-time suggestions based on user habits and routines.

There are also expectations of deeper customisation, paired with more intelligent automation that adapts to how each user interacts with their device.

macOS 27: Toward an Intelligent Desktop

macOS 27 is expected to bring a turning point for the Mac.

Apple may further optimise the system for its in-house chips, potentially phasing out support for Intel-based Macs. The update is also likely to introduce AI-powered tools aimed at boosting productivity across writing, coding and multitasking.

Search on macOS could become more context-aware, while system-wide automation may improve, allowing users to complete complex tasks more efficiently.

Beyond iPhone and Mac

While iOS and macOS will likely take attention, other parts of Apple’s ecosystem are also set for upgrades.

watchOS 27 is expected to push further into health intelligence, moving beyond basic tracking to offer more proactive insights based on user data.

iPadOS 27 could continue to narrow the gap between the iPad and the Mac. Expected improvements include stronger multitasking, more desktop-like app behaviour, AI-assisted tools for work and study, and enhanced Apple Pencil features with improved input recognition.

Updates to tvOS 27 and visionOS 27 are also expected, although details remain limited ahead of the event.

A Defining WWDC

WWDC 2026 is not coming as a routine update cycle. If expectations hold, Apple will use the event to lay the foundation for a more intelligent, AI-driven ecosystem.

Rather than incremental improvements, this year’s announcements could be a bigger shift in how Apple’s software works across its devices.