Mark Gurman

Technology reporter and analyst for Bloomberg, specializing in Apple.

Claims

As speaker

Mentioned in

Key positions and views

Apple's current AI capabilities are years behind competitors, necessitating a strategic reset and reliance on external partners like Google, but its ecosystem integration will make the new Siri a formidable competitor.

The upcoming Siri overhaul is the most critical software update for Apple in years, transforming it into a system-wide AI agent that is essential for the success of future hardware.

Apple is on the cusp of a major hardware expansion led by John Ternus, with a foldable iPhone, smart glasses, and AI-powered wearables set to launch over the next three years.

The leadership transition from Tim Cook to John Ternus signals a necessary pivot from an operations-first to a product-and-engineering-first culture to drive innovation and retain talent.

Apple's entry into new hardware categories like smart glasses will follow the Apple Watch playbook, disrupting mid-tier incumbents like Ray-Ban and Warby Parker while leaving high-end luxury brands unaffected.

Podcast consensus on Gurman

Points of consensus

▶Multiple sources cite Gurman's claims that Apple is undertaking a significant, AI-powered overhaul of Siri, which will be released in the fall and leverage underlying technology from partners like Google Gemini.Jun 2026

▶Gurman consistently reports that Apple has a major new hardware roadmap for the next few years, centrally featuring the launch of a foldable iPhone and smart glasses.Apr–Jun 2026

▶Gurman's reporting identifies John Ternus as the successor to Tim Cook, framing this transition as a strategic pivot from an operations-focused CEO to a product and engineering-focused leader.Apr–Jun 2026

▶Across several reports, Gurman claims Apple is developing its own AI-powered search functionality within Siri to compete directly with services like Perplexity and ChatGPT's web search.Apr–Jun 2026

Points of debate

▶Gurman's reporting presents a complex view of Apple's AI capabilities; he asserts Apple is significantly behind competitors and its legacy under Cook is 'negligible,' yet also predicts the new Siri will be a major competitive threat to those same rivals.Apr–Jun 2026

▶There are slight variations in the predicted timing for the foldable iPhone launch, with claims mentioning 'the fall,' 'September,' and specifically 'early September' following the CEO transition.Jun 2026

▶Gurman's predictions about a John Ternus-led Apple range from concrete, near-term product launches (foldable iPhone) to highly speculative, long-term possibilities like entering the humanoid robotics market or achieving a $10 trillion valuation.Apr–Jun 2026

▶Gurman highlights a strategic dependency, reporting that while Apple is building a competitor to Perplexity, the core underlying models for the new Siri are powered by Google's Gemini and run on Google's cloud infrastructure.Jun 2026

Key themes

▶Apple's AI Reckoning and Strategic ResetJun 2026

Gurman portrays Apple as being at a critical inflection point, forced to reset its software and AI strategy after falling behind competitors. This involves a significant overhaul of Siri, which relies heavily on partnerships with companies like Google, Anthropic, and OpenAI to power its new capabilities.

This theme suggests that Apple's traditional 'walled garden' approach is becoming more porous out of necessity, creating potential long-term dependencies on competitors for core AI model technology, which could be a point of strategic vulnerability.

▶The Siri Renaissance: From Voice Assistant to OS Agent

According to Gurman, Siri is being transformed from a basic voice assistant into a deeply integrated, system-wide AI agent. This new version will feature a new interface, chatbot functionality, multi-step query understanding, and an in-house web search engine, making it central to the user experience.

The success of this 'Siri 2.0' is positioned as a critical enabler for Apple's future hardware; a failure to deliver a truly functional and intelligent agent could bottleneck the potential of their entire upcoming product ecosystem.

▶The Post-Cook Hardware EraApr–Jun 2026

Gurman outlines a blockbuster hardware roadmap for the next three years, moving Apple into several new product categories. This includes a foldable iPhone, AI-enabled AirPods with cameras, smart glasses, and multiple smart home devices like a tabletop robot and a HomePod with a screen.

This ambitious pipeline indicates Apple is aggressively seeking its next major growth driver beyond the iPhone, betting on ambient computing and AI-integrated wearables to define its next decade of innovation.

▶The Ternus Succession and a Return to Product FocusJun 2026

Gurman's reporting frames the expected promotion of John Ternus to CEO as a deliberate strategic shift. This move is seen as a course correction away from Tim Cook's operations and supply chain focus, back towards a culture led by hardware engineering and product design, which is deemed necessary to compete with new AI-native hardware companies.

Investors should watch for signs of this cultural shift, such as accelerated product development cycles and a higher tolerance for ambitious, high-risk projects, which could signal a return to a more Jobs-ian era of innovation but also potentially higher R&D expenditures.

Source episodes

Timeline

General Reporting

Gurman reports on Apple's broad product pipeline, including approximately 10 major new devices across smart home, robotics, and wearables.

Pre-Announcement Focus (Implied Mid-2024)

Reporting narrows to specific details about upcoming products, including the four main designs for Apple's smart glasses and the inclusion of an auto-deletion feature for chatbot conversations in the revamped Siri.

Siri Overhaul Reveal (Implied Mid- to Late-2024)

Gurman provides extensive details on the upcoming Siri revamp, revealing its reliance on Google's Gemini, its new 'Search or Ask' interface, and its evolution into a system-wide AI agent and chatbot.

Succession Narrative (Implied Late-2024)

A comprehensive narrative emerges positioning John Ternus as Tim Cook's chosen successor, linking his leadership to a renewed focus on product engineering and the execution of a multi-year hardware roadmap.

Forward-Looking Synthesis (Implied June 2026)

Gurman synthesizes his reporting into a cohesive long-term vision, explicitly connecting the AI and software reset as the foundational work required for the next three years of hardware launches under a new CEO.

Suggested prompts

How does Mark Gurman's reporting on Apple's reliance on Google's Gemini for its AI features impact the long-term perception of Apple's in-house innovation capabilities? &nearr;What are the primary risks and dependencies in Gurman's predicted three-year hardware roadmap, and how does the Siri overhaul serve as a critical enabler for its success? &nearr;Based on Gurman's claims, what cultural and strategic shifts can be expected at Apple under John Ternus's leadership compared to Tim Cook's tenure? &nearr;To what extent do Gurman's predictions about market disruption from smart glasses align with the historical impact of previous Apple product category launches like the Apple Watch? &nearr;

Key concepts

Siri / AI Overhaul 6 ep John Ternus / CEO Succession 2 ep Future Hardware Roadmap 4 ep Google Gemini Partnership 4 ep Foldable iPhone 3 ep Smart Glasses 3 ep Competitive Landscape (OpenAI, Google) 4 ep Smart Home Devices 2 ep AI-enabled AirPods 2 ep

Notable quotes

“People have been clamoring for a version of Siri Siri that works properly for the better part of 15 years. And my strong belief is we are finally going to get that this fall.”

Mark Gurman · Snowflake Jumps Most Since 2020 After Amazon Deal | Bloomberg Tech

“My big takeaway is that Apple has just reset its strategy, its Siri strategy, and its underlying software platforms because they have a blockbuster next 3 years of new hardware products that they need to get right.”

Mark Gurman · Industries, Labor Market Grapple With AI Future | Bloomberg Businessweek Daily 6/9/2026

“John Ternus is going to become CEO the first week of September. And then a week later, he's going to introduce the biggest new Apple product in several years, the foldable iPhone.”

Mark Gurman · Apple’s New CEO | Big Take

“what you're going to see is the same thing play out in glasses, I believe, where Apple and therefore other smart glasses makers are going to completely disrupt that mid-tier market. Brands like Ray-Ban, Warby Parker, etc.”

Mark Gurman · Nvidia Gets Into the PC Market With New Chip | Bloomberg Tech

Report last updated: Jun 10, 2026

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