I’m seeing stronger signals that Apple is preparing its next big AI-led push. Recent comments from Tim Cook point to new product categories and services powered by AI, with two areas standing out.

Key Highlights

First, Apple’s smart glasses are rumored to be unveiled this year. While details are limited, the expectation is clear: AI will play a major role in how these wearables function and deliver value.

Second, a new Health+ service is expected with iOS 27, built around AI. Instead of just tracking data, the focus may shift to insights, recommendations, and proactive health guidance.

What I find interesting is Apple’s direction. Rather than competing on massive cloud AI infrastructure, it continues to push on-device, experience-driven AI tightly integrated with hardware.

What this means for a marketer

For marketers, this is a signal to watch context, not just capability. If wearables and AI-led health services grow, consumer attention may shift to more personal, device-level experiences.

That changes how discovery, personalization, and engagement could work. The opportunity won’t just be in ads, but in useful integrations and real-world relevance.

My takeaway: AI strategy is no longer just digital. It’s becoming physical, personal, and embedded in daily life. Brands that prepare early will adapt faster.

source 9to5