SAN FRANCISCO (AP) – Hey, Siri, what does Apple have in store for us this week?
Along with new iPhones, the iconic tech company is expected to show off a new Apple TV system and a bigger role in the home for Siri, its voice-activated digital assistant.
After a series of high-profile Apple launches over the past year – super-sized iPhones, a digital wallet, a sleek smartwatch – analysts say this week’s news might not seem as dramatic. But the event could reveal more about the company’s strategy and its aspirations to be an indispensable part of daily life.
“Apple’s master plan is to be ubiquitous,” said Jordan Edelson of software firm Appetizer Mobile, explaining why Apple is increasingly designing its iPhone and Siri to interact with cars, televisions and “smart” home systems.
It isn’t a sure bet: Apple rivals like Google, Samsung and Microsoft are building their own technology for Internet-connected cars and homes.