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Major Netflix overhaul incoming — iOS gets AI-powered search, tvOS debuts brand-new interface
Technology Insights Daily
May 23, 2025
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Netflix is rolling out significant updates to its TV and iOS apps to enhance user experience and content discovery. The redesigned tvOS app features a streamlined interface with a top navigation bar, replacing the previous sidebar. This new layout includes prominently displayed tags like "Emmy Award Winner" and "#1 in TV Shows," making it easier for users to identify popular content. Shortcuts to 'Search' and 'My List' have been moved to the top for quicker access, and real-time recommendations now adapt more responsively to individual viewing habits .
On the mobile front, Netflix is testing an AI-powered search feature on iOS devices. This opt-in beta allows users to search using natural, conversational language, such as "I want something funny and upbeat," aiming to make content discovery more intuitive . Additionally, a TikTok-style vertical video feed is being trialed, enabling users to scroll through short clips of shows and movies, with options to watch, save, or share content directly from the feed .
These updates are part of Netflix's broader strategy to personalize and simplify the user experience, with the tvOS redesign rolling out globally in the coming weeks and the iOS features currently in testing phases.
The U.S. Department of Justice has proposed a forced breakup of Google’s advertising business, targeting its control of AdX (ad exchange) and DFP (ad server for publishers). This follows a federal ruling that Google unlawfully monopolized the digital ad market. The DOJ argues Google’s dominance on both the buy and sell sides has harmed competition and disadvantaged publishers and advertisers.
If approved, a court-appointed trustee would oversee the divestiture. Google opposes the plan, calling it disruptive and suggesting behavioral fixes instead. A final trial to determine remedies is scheduled for September 2025, potentially reshaping the online ad industry.
Apple Watch shipments have declined for the second consecutive year, with a 19% year-over-year drop in 2024, following a 10% decrease in 2023. This downturn is primarily attributed to the absence of new models, such as the Apple Watch SE and Ultra 3, and minimal upgrades in the Series 10, which offered limited enhancements over its predecessor. Additionally, legal issues led to the removal of the blood oxygen sensor feature in U.S. models, further impacting sales.
The decline was most significant in North America, which accounts for over half of Apple's smartwatch shipments. Despite these challenges, Apple continues to lead the global smartwatch market, though its market share has decreased by 8 percentage points year-over-year. To regain momentum, Apple is expected to introduce redesigned SE and Ultra models with new features in 2025.
Amid escalating trade tensions and the imposition of new tariffs on Chinese imports, U.S. consumers are accelerating their iPhone upgrades to avoid anticipated price hikes. Reports indicate a significant surge in iPhone sales, with a 34% year-over-year increase in April, attributed to "panic buying" driven by fears of rising costs . ✅ Read the full AI breakdown here
The Trump administration's tariffs, which include a 145% levy on Chinese imports, have raised concerns about potential price increases for iPhones, most of which are manufactured in China . Analysts warn that these tariffs could lead to iPhone prices soaring by over 30%, with some models potentially exceeding $2,300 .
In response, Apple is diversifying its supply chain, shifting production to countries like India and Vietnam to mitigate tariff impacts . However, these efforts may not immediately offset the increased costs. Consequently, consumers are opting to upgrade their devices now, aiming to secure current pricing before potential increases take effect.
Apple is reportedly planning to integrate an AI-powered search engine into Safari, potentially replacing or reducing its reliance on Google Search. This move, which could debut as early as iOS 18, has triggered market concerns, causing Google’s parent company Alphabet’s stock to drop sharply.
🚀 Get Daily Tech Updates – Join Free The AI search engine is believed to be developed in-house by Apple or in collaboration with OpenAI, aligning with Apple's broader strategy to embed more AI capabilities across its ecosystem. If implemented, this change could significantly disrupt the search engine landscape, ending Google’s lucrative default status on Apple devices — a deal worth billions annually. Analysts view this as Apple asserting greater control over the user experience while tapping into the future of AI-driven search.
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