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Apple Shifts Strategy: ChatGPT-Inspired Chatbot and a Three-OS Smartphone

Apple Siri AI Chatbot Wearable Tech Smartphone Operating Systems NexPhone Sony TCL Asus
January 24, 2026
Source: Wired AI
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Adaptive Evolution
Media Hype 7/10
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Article Summary

Apple is dramatically altering its approach to artificial intelligence, moving away from its Siri voice assistant and towards a chatbot inspired by OpenAI’s ChatGPT. Bloomberg’s report details this shift, with ‘Campos’ set to replace Siri and be powered by Google’s Gemini model. Concurrent with this, tech company NexPhone is developing a compelling device focused on versatility. This smartphone, slated for release in 2026, is engineered to run Android, Linux, and Windows simultaneously, offering users the flexibility to choose their preferred OS. The NexPhone’s design highlights a return to innovation, featuring a rugged build, Qualcomm’s QCM64490 processor, and a 6.58-inch display. Simultaneously, Sony has partnered with TCL to gain control over its Bravia TV brand and other home entertainment products, a move likely driven by the evolving TV market. Finally, Asus announced its exit from the smartphone market, consolidating resources on PC and AI-focused products like smart glasses and robotics. This strategic realignment reveals a broader shift in the tech industry, with established players adapting to the rise of generative AI and competing with emerging technologies like smartphones with multi-OS support.

Key Points

  • Apple is transitioning from its voice assistant, Siri, to a ChatGPT-like chatbot named ‘Campos’ powered by Google’s Gemini.
  • NexPhone is developing a smartphone capable of running three distinct operating systems simultaneously: Android, Linux, and Windows, showcasing a focus on user flexibility.
  • Sony has entered a strategic partnership with TCL to control its Bravia TV brand and other home entertainment products, reflecting the evolving landscape of the television market.

Why It Matters

This news signals a significant shift in Apple’s strategy, reflecting a broader trend in the tech industry – the adoption of generative AI and the challenge to established players. The simultaneous development of the NexPhone and Sony's partnership with TCL demonstrates a competition for innovation and market share. Furthermore, the exit of Asus from the smartphone market underscores the intense pressure within the mobile sector. This represents a potential disruption to the existing smartphone ecosystem and raises questions about Apple’s long-term strategy in the mobile space. It's crucial for professionals in the tech industry to monitor these developments as they could fundamentally alter the competitive dynamics of the hardware and software markets.

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