A view of Apple’s new iPhone 16 at an Apple Store on the Regent Street in London, United Kingdom on September 20, 2024.
Rasid Necati Aslim | Anadolu | Getty Images
As Apple prepares Apple Intelligence to jump into Silicon Valley’s AI race, it’s relying on one of its strongest advantages: Its army of 34 million app developers.
IPhone users will get their first taste of Apple Intelligence, the company’s artificial intelligence system, later this month. The company is relying on Apple Intelligence to be the strongest selling point for the iPhone 16, its latest generation of smartphones.
Apple’s AI isn’t as advanced as the state of the art coming out of the most advanced labs, such as rivals like OpenAI’s ChatGPT, Google’s Gemini and Meta’s Llama. Apple isn’t using the biggest models, nor can it pull off some of the more show-stopping tricks of the bleeding-edge voice models — OpenAI’s latest can sing, for example.
Where Apple is hoping to distinguish its AI is that Siri may actually be able to do things on your phone — send emails, decipher calendars and take and edit photos. That’s something other company’s AI chatbots cannot currently do, and to accomplish this, Apple is beckoning its army of third-party developers to fine tune their apps to collaborate with Apple Intelligence. Eventually, Siri may be able to trigger any action in an app that a user can take, part of the company’s long term vision for Siri, Apple said in June.
“Siri will have the ability to take hundreds of new actions in and across apps,” said Apple’s Kelsey Peterson, director of machine learning, in the Apple Intelligence launch video.
Apple can easily make this happen for its own apps, but for Apple Intelligence to interact with the millions of non-Apple apps, it needs developers to embrace a new way of programming their apps. This means developers will need to create as many as hundreds of snippets of additional code called App Intents.
Apple has a strong history of getting its developers to support new platform initiatives, and it’s running a well-worn playbook to get them on board — personal attention from developer relations, a party-like atmosphere at the company’s annual developer’s conference and most importantly, it dangles App Store promotion that can lead to millions of downloads for developers who get on board.
If third-party developers jump on board and the Siri system works as advertised, it could represent one of Apple’s biggest and most durable advantages in the AI race.
“You should be able to string things together and kind of get that future we’ve all been envisioning where you can use Siri conversationally, to do a bunch of things at once,” said Jordan Morgan, an iOS developer who’s written a tutorial about App Intents.
Whether Apple is successful at cajoling its millions of developers is a critical question, and the stakes are high for the company.
The company is relying on Apple Intelligence, which only works on last year’s iPhone 15 Pro or iPhone 16 models that came out this year, to spur a wave of upgrades and boost flat iPhone sales. If Apple’s improved Siri is poorly supported by developers or it fails to impress, it could cool iPhone sales, and customers could wind up choosing to use a rival’s voice assistant through an app instead of the built-in Siri.
Apple Intelligence photos
Apple Inc.
What are App Intents?
Inside the Music app, for example, Apple has built about 10 intents, including actions like “Add to Playlist,” “Play Music,” or “Select Music.” A single app intent should define a single action, programmers say.
If you take a caffeine tracking app, for example, one intent would be the ability to show an overview of exactly how much caffeine the user has logged today, Morgan said.
When that App Intent is finished, Apple’s various “system experiences,” such as widgets, live activities, control center and Shortcuts, will be able to quickly display a current running tracker of how much caffeine has been logged without the user ever opening up the tracking app.
System search is another big draw for some developers. App Intents will allow apps to surface specific emails or other more granular data inside Spotlight, Apple’s system search.
App Intents don’t take that long to write, developers say, often requiring only a few lines of code.
In previous years, Apple recommended that developers adopt App Intents for their most important features, said Michael Tigas, the developer of Focused Work, a productivity app.
“Now, if there’s a way to adjust your app to perform any general action then you should create an App Intent for it,” Tigas said.
Fortunately for developers, they still have time to write all the code necessary for App Intents. While Apple Intelligence is starting to roll out next month, the biggest improvements to Siri aren’t scheduled to be released until next year.
Apple has to incentivize developers
Apple’s new Siri system will better understand questions even if a user makes a speaking error, a direct result of Apple’s work with language models, a relative of the large language models that power systems like OpenAI’s ChatGPT.
That means that Siri will be much more flexible in understanding the hundreds of different ways a user could phrase, for example, “apply a photo filter to an image I took yesterday.”
Apple has to train and test its model to understand the range of the most likely commands and questions for any given category of apps.
A downside to Apple’s approach is that only a few categories of apps will be supported by the new Siri at first, starting with photo and email apps. Eventually, Siri will support apps that focus on books, journaling, whiteboards, managing files, word processing, browsers, camera and photos, the company said.
Developers are already imagining how they might plan for users to interact with their apps with their voices.
A representative for Superhuman, a premium email app, told CNBC that it plans to use Apple’s AI system to enable questions about the contents of emails, such as “Hey Siri, when does my flight depart?” or “Hey Siri, when am I meeting with James to review his proposal?”
There’s a downside to Apple’s plan in the eyes of some developers who worry that users will spend less time inside their apps or confuse Apple Intelligence with the AI features they’ve built themselves.
“If this story were only about App Intents, developers would worry that their products might be reduced to the role of the plumbing that powers Siri, and leave them unclear on how to build sustainable businesses around it,” Igor Zhadanov, CEO under of Readdle, which makes email app Spark, wrote in an email.
Another drawback is that Apple Intelligence features will only be available on the latest iPhones, a small subset of the total iPhone user base. That limited market of iPhone users may discourage developers from investing time and effort into supporting the technology in the near term.
“Apple are limiting these kinds of Apple Intelligence features to the new 2024 iPhones and the expensive models from last year, so you won’t be able to build something for the masses anyway,” Tigas said.
Spotify said Monday it paid more than $100 million to podcast publishers and podcasters worldwide in the first quarter of 2025.
The figure includes all creators on the platform across all formats and agreements, including the platform’s biggest fish, Joe Rogan, Alex Cooper and Theo Von, the company said.
Rogan, host of “The Joe Rogan Experience,” Cooper of “Call Her Daddy” and “This Past Weekend w/ Theo Von” were among the top podcasts on Spotify globally in 2024.
Rogan and Cooper’s exclusivity deals with Spotify have ended, and while Rogan signed a new Spotify deal last year worth up to $250 million, including revenue sharing and the ability to post on YouTube, Cooper inked a SiriusXM deal in August.
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Even when shows are no longer exclusive to Spotify, they are still uploaded to the platform and qualify for the Spotify Partner Program, which launched in January in the U.S., U.K., Canada and Australia.
The program allows creators to earn revenue every time an ad monetized by Spotify plays in the episode, as well as revenue when Premium subscribers watch dynamic ads on videos.
Competing platform Patreon said it paid out over $472 million to podcasters from over 6.7 million paid memberships in 2024.
YouTube’s payouts are massive by comparison but include more than just podcasts. The company said it paid $70 billion to creators between 2021 and 2024 with payouts rising each year, according to YouTube CEO Neal Mohan.
Spotify reports first-quarter earnings on Tuesday.
The deal is set to close by the first quarter of fiscal year 2026.
“By extending our AI security capabilities to include Protect AI’s innovative solutions for Securing for AI, businesses will be able to build AI applications with comprehensive security,” said Anand Oswal, senior vice president and general manager of network security at Palo Alto Networks, in a release.
Palo Alto has been steadily bolstering its artificial intelligence systems to confront increasingly sophisticated cyber threats. The use of rapidly built ecosystems of AI models by large enterprises and government organizations has created new vulnerabilities. The company said those risks require purpose-built defenses beyond conventional cybersecurity.
Read more CNBC tech news
The acquisition would fold Protect AI’s solutions and team into Palo Alto’s newly announced Prisma AIRS platform. Palo Alto said Protect AI has established itself as a key player in what it called a “critical new area of security.”
Protect AI’s CEO Ian Swanson said joining Palo Alto would allow the company to “scale our mission of making the AI landscape more secure for users and organizations of all sizes.”
The company’s stock price is up 23% in the past year lifting its market cap close to $120 billion. Palo Alto reports third-quarter earnings on May 21.
From left, Veza founders Rob Whitcher, Tarun Thakur and Maohua Lu.
Veza
Tech giants like Google, Amazon, Microsoft and Nvidia have captured headlines in recent years for their massive investments in artificial intelligence startups like OpenAI and Anthropic.
But when it comes to corporate investing by tech companies, cloud software vendors are getting aggressive as well. And in some cases they’re banding together.
Veza, whose software helps companies manage the various internal technologies that employees can access, has just raised $108 million in a financing round that included participation from software vendors Atlassian, Snowflake and Workday.
New Enterprise Associates led the round, which values Veza at just over $800 million, including the fresh capital.
For two years, Snowflake’s managers have used Veza to check who has read and write access, Harsha Kapre, director of the data analytics software company’s venture group told CNBC. It sits alongside a host of other cloud solutions the company uses.
“We have Workday, we have Salesforce — we have all these things,” Kapre said. “What Veza really unlocks for us is understanding who has access and determining who should have access.”
Kapre said that “over-provisioning,” or allowing too many people access to too much stuff, “raises the odds of an attack, because there’s just a lot of stuff that no one is even paying attention to.”
With Veza, administrators can check which employees and automated accounts have authorization to see corporate data, while managing policies for new hires and departures. Managers can approve or reject existing permissions in the software.
Veza says it has built hooks into more than 250 technologies, including Snowflake.
The funding lands at a challenging time for traditional venture firms. Since inflation started soaring in late 2021 and was followed by rising interest rates, startup exits have cooled dramatically, meaning venture firms are struggling to generate returns.
Wall Street was banking on a revival in the initial public offering market with President Donald Trump’s return to the White House, but the president’s sweeping tariff proposals led several companies to delay their offerings.
That all means startup investors have to preserve their cash as well.
In the first quarter, venture firms made 7,551 deals, down from more than 11,000 in the same quarter a year ago, according to a report from researcher PitchBook.
Corporate venture operates differently as the capital comes from the parent company and many investments are strategic, not just about generating financial returns.
Atlassian’s standard agreement asks that portfolio companies disclose each quarter the percentage of a startup’s customers that integrate with Atlassian. Snowflake looks at how much extra product consumption of its own technology occurs as a result of its startup investments, Kapre said, adding that the company has increased its pace of deal-making in the past year.
‘Sleeping industry’
Within the tech startup world, Veza is also in a relatively advantageous spot, because the proliferation of cyberattacks has lifted the importance of next-generation security software.
Veza’s technology runs across a variety of security areas tied to identity and access. In access management, Microsoft is the leader, and Okta is the challenger. Veza isn’t directly competing there, and is instead focused on visibility, an area where other players in and around the space lack technology, said Brian Guthrie, an analyst at Gartner.
Tarun Thakur, Veza’s co-founder and CEO, said his company’s software has become a key part of the ecosystem as other security vendors have started seeing permissions and entitlements as a place to gain broad access to corporate networks.
“We have woken up a sleeping industry,” Thakur, who helped start the company in 2020, said in an interview.
Thakur’s home in Los Gatos, California, doubles as headquarters for the startup, which employs 200 people. It isn’t disclosing revenue figures but says sales more than doubled in the fiscal year that ended in January. Customers include AMD, CrowdStrike and Intuit.
Guthrie said enterprises started recognizing that they needed stronger visibility about two years ago.
“I think it’s because of the number of identities,” he said. Companies realized they had an audit problem or “an account that got compromised,” Guthrie said.
AI agents create a new challenge. Last week Microsoft published a report that advised organizations to figure out the proper ratio of agents to humans.
Veza is building enhancements to enable richer support for agent identities, Thakur said. The new funding will also help Veza expand in the U.S. government and internationally and build more integrations, he said.
Peter Lenke, head of Atlassian’s venture arm, said his company isn’t yet a paying Veza client.
“There’s always potential down the road,” he said. Lenke said he heard about Veza from another investor well before the new round and decided to pursue a stake when the opportunity arose.
Lenke said that startups benefit from Atlassian investments because the company “has a large footprint” inside of enterprises.
“I think there’s a great symbiotic match there,” he said.