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Apple’s grip on the smartphone market may not last forever—at least not in the way we know it today. During a pivotal moment in Google’s antitrust trial, Eddy Cue, Apple’s Senior Vice President of Services, delivered a jarring statement that sparked a wave of speculation across the tech industry: “You may not need an iPhone 10 years from now.”
The comment wasn’t just an offhand remark. Cue’s words point toward a profound technological and strategic pivot within Apple, a company known for both its innovation and its ability to disrupt itself when necessary. He recalled how Apple once voluntarily killed off the iPod to make way for the iPhone—a bold decision that redefined consumer tech. Now, Apple may be preparing to do the same with the iPhone in light of advances in artificial intelligence.
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Eddy Cue’s Testimony: During Google’s antitrust trial, Eddy Cue stated that Apple is open to a future without the iPhone within the next decade, potentially replaced by newer technologies.
Self-Disruption Philosophy: Cue highlighted Apple’s historical precedent of killing successful products—like the iPod—to make space for transformative innovations like the iPhone.
AI as a Disruptor: Artificial intelligence is being viewed by Apple as the next major technological shift, with Cue noting that AI could redefine personal computing and device interaction.
Changing Revenue Dynamics: The iPhone still dominates Apple’s revenue, contributing 49.1% in Q2 2025. Meanwhile, Cue’s Services division comprises 28% of the company’s earnings.
Strategic Readiness: Cue revealed Apple is in active conversations with AI firms including OpenAI, Anthropic, and Perplexity, signaling preparation for potential search engine and AI integrations.
Search Alternatives: Apple is exploring alternatives to Google Search, which may further indicate a desire to reshape the iOS ecosystem with AI-driven tools.
Vision Pro and Smart Glasses: Apple’s investments in mixed reality products like the Vision Pro headset, and rumors around smart glasses, align with Cue’s comments on preparing for a post-smartphone era.
Post-iPhone Future: This marks the first time a high-ranking Apple executive has openly acknowledged a world where the iPhone might no longer be central to Apple’s business.
Cultural Impact: The iPhone, launched in 2007, has influenced nearly every aspect of modern digital life. Suggesting its eventual obsolescence challenges long-held assumptions.
Market Implications: Such a shift could reshape the consumer electronics landscape, offering opportunities for emerging competitors and redefining how users interact with technology.
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Eddy
This aligns with industry signals pointing toward ubiquitous computing—where interaction with devices becomes less screen-based and more seamlessly integrated into the environment. Vision Pro is a step in this direction. While it’s still early-stage and largely aimed at developers and power users, it hints at Apple’s ambition to redefine what “personal computing” looks like.
Apple’s openness to replace Google Search with AI-powered alternatives shows how strategic control over information access is becoming a new battleground. Search is no longer just about web links—it’s about conversation, summarization, and predictive information delivery. If Apple can develop or integrate a leading LLM-powered assistant, it will further strengthen its ecosystem moat.
What’s perhaps most telling is Cue’s mention of Apple’s willingness to kill its own “golden goose.” The iPhone isn’t just a product—it’s a cultural and economic phenomenon. Will consumers be ready to give up their smartphones in favor of wearables or intelligent ambient systems? Possibly, especially as AI assistants grow more context-aware and capable of handling complex tasks across platforms.
Moreover, Apple is not alone in this race. Meta, Google, and Microsoft are all exploring post-smartphone devices and ecosystems. What will differentiate Apple is its ability to blend hardware, software, and services with unmatched privacy controls and vertical integration.
Cue’s comments are both a public relations strategy and a strategic signal to investors, competitors, and developers: Apple sees beyond the iPhone. The company is investing in autonomy, versatility, and multi-modal intelligence.
In practice, this could look like a future where you wear an intelligent lens, and Siri (or a more advanced Apple AI) becomes an ever-present assistant—handling calls, summarizing emails, analyzing your health, managing your schedule, and interfacing with your environment—all without a traditional phone screen.
It’s too early to predict the exact path, but it’s clear Apple wants to lead, not follow.
Fact Checker Results:
Cue’s statement was made during official testimony in
Apple’s Vision Pro has been confirmed and announced, with development continuing.
Apple has reportedly held talks with multiple AI companies including OpenAI and Anthropic, validated by multiple sources.
Prediction:
By 2035, Apple will likely offer a portfolio of AI-integrated, wearable-first products that replace many functions of today’s smartphones. The iPhone might still exist, but more as a legacy tool or enterprise device. The broader consumer market will shift toward immersive, intuitive interfaces driven by multimodal AI systems, and Apple intends to be at the forefront of that transformation.
References:
Reported By: timesofindia.indiatimes.com
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