Apple WWDC 2026: Siri AI, Apple Intelligence, Liquid Glass, and the Biggest New Features
2026-06-16
Apple's WWDC 2026 wasn't about flashy hardware announcements or revolutionary new devices. Instead, Apple focused on something arguably more important: making its ecosystem smarter, faster, more accessible, and more consistent across every platform.
From the evolution of the Liquid Glass design language to significant performance improvements, enhanced AI capabilities, and stronger privacy protections, this year's conference showcased Apple's commitment to improving the everyday user experience.
Here's a closer look at the biggest announcements from WWDC 2026.
Liquid Glass: A More Refined Design System Built Around Accessibility
One of the most visible updates across Apple's ecosystem is the continued evolution of the Liquid Glass interface.
After listening to user feedback, Apple refined the design to improve readability and usability. The new Liquid Glass effect now diffuses complex content behind interface elements much more effectively, creating greater depth and separation between layers.
This is particularly important from an accessibility perspective. By improving contrast and visual clarity, Apple is making interfaces easier to navigate for users with different visual needs while maintaining the premium aesthetic that defines the brand.
Users also gain more control over the experience. Liquid Glass can now be adjusted to appear more transparent or fully tinted depending on personal preference.
Users can now adjust the transparency level of Liquid Glass with a simple slider. Source: Apple WWDC 2026.
Siri AI Finally Becomes the Personal Assistant Apple Always Promised
One of the biggest highlights of WWDC 2026 was the transformation of Siri AI.
For years, users have wanted Siri to feel less like a voice command tool and more like a true personal assistant. Apple appears to be delivering exactly that.
The company showcased a dramatically enhanced Siri AI experience powered by next-generation Apple Intelligence. Users can now ask more complex questions, revisit previous conversations through a dedicated Siri app, and receive more contextual, personalized assistance throughout the day.
Apple demonstrated how Siri AI can help users in practical everyday situations, from analyzing meals and providing nutritional information to organizing an entire soccer watch party, handling details that previously required multiple apps and searches.
The goal is clear: make Siri feel less like a feature and more like a personal assistant that understands context, remembers interactions, and helps users accomplish tasks naturally.
Apple Intelligence Expands Creative Possibilities
Beyond Siri, Apple Intelligence is becoming deeply integrated across the operating system.
New AI-powered tools can:
Extend and reframe photos
Remove unwanted objects from images
Clean up visual distractions
Generate photorealistic images
Create custom Contact Posters
Design personalized wallpapers
These capabilities are now available through the redesigned Image Playground, giving users new ways to create and customize content directly on their devices.
Apple Intelligence is also enhancing everyday apps. Safari now offers better organization through Topics and introduces a new Notify Me feature that helps users keep track of important content. Mail, Spotlight, and Photos benefit from smarter search capabilities that understand context and relevance more effectively than before.
Perhaps Apple's strongest message throughout WWDC 2026 was that artificial intelligence should not come at the expense of privacy. Apple announced automatic updates for compromised passwords and reinforced how Apple Intelligence works to protect sensitive information. The company repeatedly emphasized that Siri AI and Apple Intelligence are designed to keep personal data private while still delivering powerful AI capabilities.
As AI becomes increasingly integrated into daily life, Apple is positioning itself differently from competitors by making privacy a foundational part of the experience rather than an afterthought.
Significant Performance Improvements
WWDC 2026 wasn't just about visual changes. Apple also announced major speed improvements throughout its ecosystem.
According to Apple:
Apps launch up to 30% faster on iPhone and iPad.
These improvements extend to third-party applications.
New photos appear up to 70% faster.
AirDrop transfers are up to 80% faster.
These enhancements address one of the most important user expectations today: speed.
Rather than introducing features that only benefit power users, Apple is improving tasks that millions of people perform every day.
Loading new photos in the Photos app is now up to 70% faster. Source: Apple WWDC 2026.
iOS 27 Supports More Devices Than Ever
Another notable announcement is Apple's continued commitment to device longevity.
iOS 27 will support iPhone 11 and newer devices, allowing millions of users to access the latest features without upgrading their hardware.
This approach reinforces Apple's focus on extending the life of existing devices while making new innovations available to a broader audience.
Smarter Connectivity and Network Transitions
Apple is improving how devices move between cellular and Wi-Fi networks.
The transition process is now more seamless, reducing interruptions and improving reliability when users move between different connection types.
A new send indicator also provides feedback when messages take longer than expected to transmit, helping users better understand network conditions.
Mail Delivers More Relevant Results
One of the most practical AI upgrades arrives in Mail.
A new ranking system improves Top Hits by surfacing the most relevant emails, even if those messages were sent months earlier.
Instead of relying heavily on recency, the system now better understands context and relevance, helping users find important conversations more quickly.
Photos Becomes More Collaborative
Apple is expanding collaboration inside Photos. Shared iCloud Albums can now include videos contributed by Android and Windows users, making the experience more platform-inclusive than ever before.
Additional improvements include:
Full-resolution sharing support
Easier cross-platform collaboration
Better content organization
For families, event planners, and content creators, this removes one of the biggest barriers to collaborative photo sharing.
Personalized Audio Comes to AirPods
AirPods are receiving a highly requested update with Custom EQ controls.
Users can now personalize how their AirPods sound based on their individual listening preferences. Rather than a one-size-fits-all approach, Apple is giving users more control over their audio experience.
Vision Pro Makes Memories More Immersive
Apple continues investing heavily in spatial computing.
A standout Vision Pro feature allows users to transform panoramic photos into immersive spatial scenes with remarkable depth and realism. Memories become experiences that can be placed directly into the user's environment, creating a more emotional and engaging way to revisit important moments.
This represents another step toward Apple's long-term vision of spatial content becoming part of everyday computing.
The Vision Pro makes panoramic photos feel more immersive by adding greater depth and realism to landscapes. Source: Apple WWDC 2026.
Maps Gets a Major Visual Upgrade
Apple Maps is receiving one of its most impressive visual enhancements to date. Using aerial imagery and Vision Intelligence models, Flyover has been dramatically upgraded.
The result is stunning detail throughout mapped environments, including:
Architectural features
Building textures
Landscape details
Individual tree shapes
The improvements create a more realistic and informative navigation experience while showcasing the growing capabilities of Apple's AI-powered visual understanding.
Safety and Privacy Remain Core Priorities
While artificial intelligence dominated much of WWDC 2026, Apple repeatedly emphasized that privacy remains fundamental to its strategy.
The company continues differentiating itself by building AI features that protect user data rather than relying exclusively on cloud-based processing.
Security improvements include:
Smarter privacy protections
Improved credential management
Automatic password updates for compromised credentials
Enhanced protection of personal information
Final Thoughts
WWDC 2026 wasn't defined by a single breakthrough feature. Instead, it demonstrated Apple's philosophy of improving the entire ecosystem through thoughtful design, accessibility features, performance, artificial intelligence, and privacy.
The refined Liquid Glass interface, faster app performance, smarter search capabilities, enhanced collaboration tools, and deeper AI integration all point toward a future where technology becomes more intuitive and less intrusive.
For users, developers, and businesses alike, WWDC 2026 shows that Apple's next chapter is focused on creating experiences that are not only more intelligent—but also more human.
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November: news from Twitter, Instagram, YouTube, Amazon and Taylor Swift (Yes, Taylor)
2022-12-02
This was the month of big changes in social media platforms. With the arrival of "Elon Musk's Twitter", a new opportunity opened up to create a similar site but dedicated exclusively to connecting Swiftties, i.e. Taylor Swift fans; and with new features on YouTube and Instagram, brands must adapt to stay relevant.
"Elon Musk's Twitter": a new era
At the beginning of November we were told about the billionaire's purchase of Twitter, and now, at the end of the month, not very favorable changes have been announced for the platform, its users and brands.
Among the most relevant news we have:
- The massive layoffs of employees and resignations of entire teams as they disagreed with Musk's policy to work "high intensity" shifts, which led to a temporary closure of the offices.
- The implementation of "Twitter Blue", to verify official accounts for a price of $8, resulted in huge losses for global brands such as Nintendo, as users decided to clone their accounts and pay to make them official, boycotting them on the platform.
- Omnicom, the big advertising platform, recommended its clients stop the ads of this new “Elon Musk Twitter” because his changes mean a high risk for the brand's reputation. Musk, called himself a "free speech absolutist" and this may affect the social media network's content moderation.
*Actual tweet from Musk, where it is assumed he is referencing the rumored Twitter crash.
Shopping on YouTube "Shorts"
In the YouTube short videos section, it will be possible for users to make purchases of products by 2023. Thus, a 45% commission will be paid to a select group of video creators based in the United States who sell products and in countries such as India, Brazil, Canada, USA and Australia, the feature is already being tested so that users can make purchases.
New Instagram features
Have you always wanted to be able to schedule your posts on Instagram? Now it's possible. Although this is a feature that already exists on several social media platforms and other sites such as Hootsuite, Mosseri, the head of Instagram, has announced that it is now available to do so directly from the platform, allowing Instagram Business Accounts to schedule content up to 75 days in advance.
There is also the arrival of the tool to add music to posts of just 1 photo, something that was only possible in Reels and Stories. While it is not available to all users, the feature will be below the options to tag people and add locations.
*Mosseri, head of Instagram, announced the platform's new tools.
SwiftSpace: the social network for Swifties
It's no secret the power of Taylor Swift. With her new album, she reached the top 10 on the Billboard chart, something that almost no other artist has been able to achieve; and now she is hitting the social media platforms with SwiftSpace, where fans can meet, chat and even arrange a date at the artist's next concert.
This app has already reached the #25 spot in the Social Media category of the App Store and is #13 in Spain.
This shows us that it has responded to a clear need of its followers that was probably discovered thanks to
a UX research.
Amazon Clinic: Amazon's online healthcare consulting services
The eCommerce brand's new bet is to offer medical consultations for minor ailments such as acne, conjunctivitis, migraines and hair loss. This is not Amazon's first approach to the medical category, as it also has Amazon Pharmacy, a company dedicated to the sale of medicines.
Want to learn more about how these developments can affect or improve your brand? Contact us and we will be happy to answer your questions.
Create Personas and Consumer Journeys to improve your business
2022-12-02
All the answers you need to design the perfect product or service are in the Personas and their consumer journey. Read on to find out how you can get inside the minds of your users to deliver a great experience.
Once you understand that by putting yourself in people's shoes you can understand what they are really looking for, you open up a world of opportunities to develop better strategies to reach them and make them feel satisfied with the products you offer them.
The first step: you need to create a Buyer Persona
A buyer persona, or simply Persona, is a profile you create of your ideal user based on the data you have gathered.
What should this Persona have?
1. A name and a face. Although it is a fictitious character created from customer information, giving it a name and a photo allows your team and your potential partners to recognize it more easily.
2. Their needs and goals. Analyze what they want to achieve in the short, long, or medium term and what they need to do it.
3. Their inspiration. We all have motivations to reach a goal. Here you must understand what they are passionate about and the barriers or feelings that prevent them from getting there.
4. Demographic information. This is the most analytical data about your Persona: age, where they live, their purchasing power and even how comfortable they are using digital tools.
5. Their lifestyle. What is a normal day in the life of your consumer like? what is their job? what are their hobbies? are they married, or single, do they have kids? do they like sports or music?
6. Their purchases. Analyze how often they make purchases, from which channel (in stores or online) and if possible, the amount of money they spend on them.
With a defined Buyer Persona, you can now develop a Consumer Journey
You already know what your ideal customer is like, now you need to know each step they take when deciding to buy a product. This is what is represented in the consumer journey.
What are the stages of the consumer journey?
1. Awareness. This stage is when a person "activates" a need, but does not know how to act to satisfy it. Like when you are hungry, but you don't yet know what you want to eat. It is useful for your brand to recognize what your user's need is, when it appears and what stimulates it.
2. Consideration. Your customer already knows what options he has to respond to the need he has because he has seen or heard some suggestions. People are exposed to advertising digitally, in the streets or with people's comments. This is how they learn about the options they have. Your mission is to be present in the channels they consume so that they also consider your brand among the alternatives.
3. Decision. Once the person gathers the necessary information about the options they have and prioritizes the ones that best meet their needs, that is when they decide to take action. If they are a potential customer, they will seek more information about your brand, contact you or attend one of your events.
4. Purchase. After carefully analyzing your brand, the user is convinced that you are the ideal option and decides to make the purchase. This step is vital because it is not only about a sale, but about the whole user experience: ease, speed, customer service, proximity and payment options, among many other factors.
5. Retention. After the purchase, the user defines whether he had a good or bad experience with your product or service.
A satisfied customer is a customer who is likely to buy your products again. That is why you need to follow up with a satisfaction survey to know how he/she interacted with your product and if he/she had any inconvenience after the purchase to react quickly.
Summary: These are the reasons why you should include a Persona and Consumer Journey in your strategy:
- It allows you to reach more potential customers. If you already know where people are looking for you and what needs they have, it will be easy for you to identify actions to reach them.
- Optimize your marketing plan. By knowing what stage the user is in, you can invest in solving their doubts in the channels they are looking for information.
- Improve the user experience. By doing the satisfaction survey or using one of our services people can help you identify what you can improve in the purchase and post-sale process.
December: news about AI, new features of your apps and recent UX-based ideas.
2022-12-02
This year is coming to an end, but tech innovations do not stop. Artificial intelligence was the great protagonist this month and will surely continue to be the talk of 2023, because although it represents great advances for brands, mobile apps and user experience, several people in the industry are protesting because it poses a risk to many positions that currently exist.
Lensa, the mobile app that makes portraits with AI
The app from developer Prisma Lab became a trend among millions of users for its feature to develop portraits based on users' photos for free. It is said to have generated more than 22.2 million downloads and nearly $29 million in charges for its premium features.
So far, it sounds pretty appealing. However, it sparked an outcry from millions of illustrators and game developers who disagree with the "AI-generated images" and claim that you can't call it art by comparing the amount of time and effort they put into each image vs. the immediacy of one generated by the app. Many of them fear that this is the future of the industry and the farewell to their job.
*Examples of portraits made with AI taken from Lensa's official Instagram account, versus the protest image designers have posted on social media and major design platforms.
Amazon works to eliminate barcodes
Jeff Bezos, the founder of Amazon is working on his own with Artificial Intelligence to innovate a more streamlined payment system without barcodes, which could result in faster shipments and happier customers.
This new system analyzes data from product photos, stores product dimensions, features, packaging text and more to create a unique identifier for each product. It is currently being tested and improved at Amazon's logistics centers in Barcelona and Hamburg.
Its ultimate goal is to reduce the handling of products by employees to save time, replacing them with robotic arms that are more accurate and better suited for AI to recognize each package.
Skype now translates video calls in real time
The new technology provided by artificial intelligence goes beyond mobile apps, it can also be used for voice assistants and smart cameras to enhance the user experience. This is what Skype's new TruVoice feature will demonstrate.
TruVoice allows video callers to communicate in the same language in real time and what's even more amazing is that it does it using the same voice of the person who is speaking. How? Thanks to speech recognition and language processing.
It is currently available to translate English, Spanish, French, German and Chinese; for group video calls and for phone calls.
*Conversation via Skype where two men test the new real-time translation feature in Spanish.
Instagram notes and more new features in the mobile app
In the latest update of the social media appeared the "notes", a function similar to Stories lasting only 24 hours, but these are to "share your thoughts" in a format of just text and emojis. They are visible at the top of the direct messages section and only allow a maximum of 60 characters.
To generate more interaction, Instagram is testing a function similar to what the app " BeReal '' does, where users will be asked to take a picture of their front and back camera of their phone. In addition, it will put a "pass it on" sticker so that when uploading a Storie you can nominate one of your friends to take a Storie on the same topic and thus follow a chain.
*The change from Google Data Studio to Looker Studio, reflected in its logo.
It is impossible to stop innovation and more and more brands are betting on artificial intelligence, but do you think this poses a risk to current positions in the advertising and technology industry? Tell us in the comments.