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Big Technology

Apple's WWDC Reality: Scaled Down AI Ambitions As The iPhone Remains Dominant

Don't overreact to the AI headlines, Apple is still an iPhone company. Plus: A look at SpaceX's coming valuation.

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Alex Kantrowitz and Marty Swant
Jun 08, 2026
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When Tim Cook takes the stage at Apple’s developer conference in Cupertino today, he’ll be leading Apple through yet another moment of transition.

It will be Cook’s last WWDC as CEO as he makes way for incoming leader John Ternus. And it’ll be the second WWDC in three years to promise AI improvements to Siri and iOS as Apple transitions into its artific…

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A guest post by
Marty Swant
I'm a journalist covering tech/marketing/policy for NYT, Fast Company, Inc., Big Technology, Transformer, & more. (Previously was on staff at Digiday, Forbes, Adweek, and the AP.) Born in MN, I’m now in NYC with my wife Emily & our dog, Willoughby.
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