# The iOS 26 Strategy Transformation
With iOS 26, Apple has implemented a notable alteration in its method of announcing features. The company has chosen to refrain from pre-announcing significant new capabilities that won’t be ready for months, a tactic that has persisted for several years. This change comes as a reaction to the criticism received during the iOS 18 phase, where Apple did not fulfill promises made regarding features for Siri, resulting in user dissatisfaction.
## Historical Background
Apple’s practice of announcing features ahead of time extends back several years, with prominent examples such as Universal Control, Live Activities, and SharePlay. These features were frequently highlighted during the yearly Worldwide Developers Conference (WWDC) but did not become available until subsequent software updates. The iOS 18 incident underscored the dangers of this approach, prompting Apple to rethink its strategy for conveying upcoming features.
## Consequences for New iPhone Features
The choice to keep new features concealed means that users can anticipate surprises with every minor update of iOS 26. Rather than having a single event for announcements, Apple may decide to introduce new features alongside the beta releases for updates like iOS 26.1 or iOS 26.2. This method enables Apple to sustain a continuous presence in the media, fostering excitement and engagement throughout the year.
Rumors indicate that numerous new features are already being developed for future iOS 26 updates, including Live Translation for AirPods and improvements to public Wi-Fi connectivity. Furthermore, Apple Maps may gain new capabilities, enriching the user experience even more.
## Looking Forward
Although some may speculate that the features revealed for iOS 26 could be the only ones until the subsequent major release, the opportunity for a carefully orchestrated rollout of new features is promising. This strategy could result in a more dynamic and engaging user experience, as Apple can present enhancements gradually rather than inundating users with a single keynote event.
In summary, Apple’s change in strategy with iOS 26 represents a break from its previous methods and opens new avenues for how features are introduced and experienced by users. The coming year could be laden with thrilling developments as Apple adopts this fresh approach.
