The iPhone has long been Apple’s most iconic and profitable product, but the tech giant is now signaling that its dominance may not last forever. In a striking remark during the U.S. Department of Justice’s ongoing antitrust trial against Google, Eddy Cue, Apple’s Senior Vice President of Services, suggested that artificial intelligence (AI) could make the iPhone obsolete within the next decade.
“You may not need an iPhone 10 years from now, as crazy as it sounds,” Cue said, pointing to AI as a transformative force capable of redefining the technology landscape. “Technology shifts create these opportunities. AI is a new technology shift, and it’s creating new opportunities for new entrants,” he added.
Cue’s testimony underscores the growing influence of AI across industries, particularly in the realm of consumer electronics. No longer a mere buzzword, AI now drives key innovations in smartphones, from intelligent photo editing to advanced voice assistants. Companies like Apple, Google, and Samsung are rapidly integrating AI into their ecosystems, setting the stage for profound changes in how consumers interact with technology.
Crucially, Cue’s vision extends beyond enhancing current devices. He hinted at a future where AI-powered wearables or immersive gadgets could supplant the smartphone entirely. Apple has already begun laying the groundwork for such a transition through its investments in wearables, augmented reality, and the development of smart glasses—signaling a long-term strategy that may eventually move past the iPhone.
Despite these forward-looking ambitions, the iPhone remains Apple’s cornerstone product and a significant driver of its revenue, particularly in growth markets like India. Efforts to diversify, such as the Vision Pro mixed-reality headset, have seen tepid market responses. Meanwhile, early attempts by other companies to create screen-free AI devices—like those from Humane and Rabbit—have failed to gain significant traction, highlighting the complexities involved in displacing the smartphone.
Apple is reportedly continuing to evolve the iPhone in parallel, with developments underway for a foldable model and a completely notch-free, all-screen version slated for release by 2027. These initiatives reflect a dual-track approach: innovating within the existing smartphone paradigm while preparing for a future shaped by AI-driven disruption.
Eddy Cue’s remarks serve as a compelling reminder that Apple is not only shaping the present but also anticipating what comes next. As AI continues to accelerate, the company appears intent on leading whatever form the post-smartphone era may take.
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