Apple Set to Announce AI-Native Hardware to Unlock New Services Revenue

Apple is expected to debut several products this week amid anticipation for new artificial intelligence releases.

The first of these announcements could come Monday (March 2), per a post on X by CEO Tim Cook last week.

“A big week ahead. It all starts Monday morning!” the post reads, accompanied by a brief video of a hand shaping and tweaking the Apple logo.

A report by Seeking Alpha says the new products are likely to include new versions of the MacBook, iPad, iPad Air and iPhone 17e.

The same report noted that Wall Street analysts are waiting for Apple to step up its AI efforts, including a new version of Siri to make its AI-native personal companion products, such as smart glasses and smart-home assistants, more appealing.

“In our view, launch of personalized Siri to enable services to maintain conversational context on the AI Companions will play a major role in determining the likelihood of success for Apple in relation to planned AI Companions, including integration with applications relative to its multimodal inputs across voice, text and images,” said a note from J.P. Morgan.

“We believe that the launch of Personalized Siri is highly likely in 2026, particularly given the recent partnership with Google to leverage the foundational Gemini models, and while AI Companion devices are likely to be highlighted in 2026, we expect a more material volume ramp starting in 2027,” the note added.

Apple reported record quarterly sales in January thanks in part to the iPhone. During the company’s earnings call, Cook framed the company’s Apple Intelligence AI system as an operating system-level capability that can boost the value of its entire ecosystem and provide room to monetize across hardware and services.

“We’re bringing Intelligence to more of what people love,” the chief executive told analysts. “And we’re integrating it across the operating system in a personal and private way. And I think that by doing so it creates great value and that opens up a range of opportunities across our products and services.”

PYMNTS CEO Karen Webster examined the AI-related troubles facing Apple last month in a column on the challenges facing the tech industry’s major players.

“As large language models became the new interface for search, assistance, and conversion,  Apple lacked a frontier‑class general‑purpose model of its own,” Webster wrote. “We see this deficiency playing out now in real time as Apple continues to lose key AI talent and multiple attempts to launch Apple Intelligence have turned into an oxymoron for this $4 trillion company.”