Apple is said to be betting heavily on the generation of wearable smart devices integrating artificial intelligence (AI) based on image recognition capabilities, instead of participating in the race to build giant AI models like many other technology competitors.
According to technology journalist Mark Gurman of Bloomberg, CEO Tim Cook has repeatedly mentioned in internal meetings about the development plan for a new wearable AI device based on "Visual Intelligence", a technology that allows the device to understand the surrounding environment and respond contextually.
This is considered a direction that can help Apple create a competitive advantage in the AI boom period.
Previously, the company had started deploying AI image features on iPhones, allowing users to take photos or screenshots and then ask questions about the content through OpenAI tools or search for images using Google services.
However, the next step is said to be developing separate AI image models to power the new wearable device, instead of completely relying on external partners.
Unlike competitors such as Anthropic or Google, Apple does not focus on building a huge data center or racing for the largest model.
Instead, the company's strategy is to become an AI distribution platform to more than a billion users through the existing device ecosystem.
This approach takes advantage of the tightly integrated hardware and software advantages, which have been Apple's long-standing strengths.
A sign of a different direction is Apple's failure to attend the 2026 Global AI Impact Summit in New Delhi, which gathers many technology leaders such as Sundar Pichai, Sam Altman and Dario Amodei.
This shows that the company is pursuing its own AI strategy, less dependent on the general trend of the industry.
Besides the AI wearable device plan, Apple is also said to be preparing a series of new products to be launched in March.
Instead of holding a single event, the company can implement a three-day announcement series, ending with a press experience on March 4 at its headquarters in Cupertino (USA).
The expected product portfolio includes many new devices such as more affordable iPhones, upgraded chip iPads, MacBook Air and new generation MacBook Pro.
However, the focus of attention is still AI on personal devices, a field that can shape Apple's technology strategy in the coming years.
Analysts believe that if successful, AI wearable devices based on image recognition could become the next major step after smartphones, opening up new competition in the global consumer technology industry.
