Apple Considering Ads Inside Visual Intelligence

Apple may be exploring a way to let search providers show sponsored results inside Visual Intelligence, according to code uncovered in iOS 27. The find comes from ‘ Aaron Perris, who said in a post on X that the code points to Apple allowing search providers to insert their own sponsored results into ‌Visual Intelligence‌, rather than Apple selling the ad space itself. He compared it to the sponsored product listings already seen on Amazon and Google.

It is not clear whether Apple would take a cut of ad revenue. The feature would let third party search providers, such as Google, insert items such as sponsored product images alongside the organic results ‌Visual Intelligence‌ already returns when a user points their camera at an item to shop for it. That would set it apart from the advertising pushes Apple has driven directly in its own apps over the past year.

Apple has been steadily expanding its advertising business across the App Store and Maps. The company began showing additional sponsored slots in ‌App Store‌ search results in March, and ads went live in Apple Maps in the United States and Canada last month. ‌Visual Intelligence‌ already routes shopping queries to services like Google Image Search and retailers such as Etsy, Amazon, and Anthropologie, so ad supported results from those partners would build on functionality that already exists in ‌iOS 27‌.

There was a lot more new stuff than expected. Apple Watch Series 12 hands-on: New sensing system, health features and audio intelligence.

Apple today published a new support article that provides more detail on Apple Intelligence usage terms, limits, and restrictions. Here’s what the company says.

Wearables Apple Watch Series 12 hands-on: New sensing system, health features and audio intelligence There was a lot more new stuff than expected. Some of the new features coming to the Apple Watch Series 12 are things the competition has already offered, like Readiness scores and increased sampling rates.

Apple shares more details about Apple Intelligence usage limits and terms. Apple unveils foldable iPhone Duo Chance Miller Sep 9 2026.

But others, like the Audio Intelligence suite of tools and even the new finishes and materials, are novel. I’m also not against AI wearables that listen to your surroundings and conversations, as long as done responsibly and with accountability, so I’m intrigued by things like Siri Recap and Live Rewind.

Unfortunately, I wasn’t really able to test out most of these features at the demo area right after today’s "Surprise and shine" keynote ended. But I did get to spend a bit more time with some Apple Watch demos, and carefully scrutinize what exactly is different on the Series 12.

I also got a bit more detail on how the new Audio Intelligence features work and whether Apple is listening to your conversations. (Short answer: No.) One of the main changes in the Apple Watch Series 12 is in the sensing system, which Apple says it has re-architected.

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