Apple's Worldwide Developers Conference is coming to San Francisco next week, giving CEO Tim Cook a chance to get developers fired up over the latest that Apple has to offer. Don't expect a new iPhone. WWDC is all about software and services, but we'll also get a general update on the state of Apple. Here are some questions Apple needs to answer at the event. When Siri launched in 2011, it was one of the first virtual assistants of its kind, but it now has competitors from Amazon, Microsoft, Facebook and Google.

Major changes are coming to the App Store. Later this fall, developers will be able to buy search ads for keywords in the App Store (similar to what Google already does). But the biggest news is that app subscriptions are expanding to all app categories. In the past, Apple has offered subscriptions for apps that provide access to subscription content (Netflix, Spotify), news (think The New York Times), certain types of cloud services (Dropbox, Evernote) and for other services such as dating apps. SEE ALSO: Siri will get a big makeover at Apple's WWDC show But now, Apple is going to open up the floodgates for all types of developers.

App developers rely on user demographics to effectively target their audiences – but just how much information do your apps really reveal about you? According to a new study, it might be more than you think. Researchers analysed the app choices of thousands of Android users to determine the predictability of certain attributes, and found that apps can provide insight on your gender, age, and even income. Researchers analysed the app choices of thousands of Android users to determine the predictability of certain attributes, and found that apps can provide insight on your gender, age, and even income. In the paper, published to the journal arXiv, researchers with Verto Analytics in Finland and the Qatar Computing Research Institute created a model based on the demographic attributes and apps of 3,760 Android users.

Artificial intelligence (AI) is on quite a run, from Google's AlphaGo, which earlier this year defeated Go world champion Lee Sedol four games to one, to Amazon's Echo, the voice-activated digital assistant. The trend is heating up the sales field as well, enabling entirely new ways of selling. Purchasing, for example, is moving to automated bots, with 15%–20% of total spend already sourced through e-platforms. By 2020 customers will manage 85% of their relationship with an enterprise without interacting with a human. Leading companies are experimenting with what these technologies can do for them, typically around transactional processes at early stages of the customer journey.

Tech giant Google held its annual I/O developers conference I/O 2016 from May 18 to May 20. The well-known 3-day-event for developers all over the world kicked off with a 2 hour keynote by Google CEO Sundar Pichai who showcased previews of Google's latest products such as Google Assistant, Google Home, two messaging technologies Allo and Duo, and many more. Google's focus of this year's conference was on how to make people's life easier by offering them the right tools that can assist them at the right time and help them with small household tasks such as order movie tickets, make dinner reservations, check their flight tickets, etc. "Google Home is the stake in the ground in Google bringing a smart assistant into the home -- and in the bigger picture, a connected life within the future smart home that is built around their interfaces," Paul Erickson, senior analyst at IHS Technology said for TechNewsWorld. "A connected speaker is only one manifestation of that -- a Google voice interface could just as easily be part of mic-equipped smart appliances, smoke detectors, thermostats, and AV devices from different brands," he added. Trying to launch new products as a firm response to its competitors such as Amazon and Facebook, which are using Artificial Intelligence and Machine Learning to their best interest, Google is making its best to help users with household tasks so that they can in turn focus on more important things going on in their lives.

Apple's Siri made a big splash when the wisecracking digital assistant debuted on the iPhone five years ago. But as other tech giants jockey to build intelligent "chat bots" and voice-controlled home systems capable of more challenging artificial-intelligence feats, Siri at times no longer seems cutting edge. On Monday, Apple is expected to demonstrate an upgrade to Siri's smarts as it kicks off its annual software conference. It's a potentially momentous time for the company; sales of its flagship iPhone are slowing, and AI is emerging as a key tech battleground. Apple, Google, Facebook and others are racing to create digital services that consumers will find indispensable for shopping, chatting, controlling other appliances and simply getting through their daily lives.

We met up with Régis Vincent, Head of Software at SRI Robotics, a unit of SRI International, which is a non-profit, independent research centre serving government and industry. Located in Menlo Park at the heart of Silicon Valley, SRI International runs projects for government agencies, notably the Defense Advanced Research Projects Agency (DARPA) – the US Ministry of Defence agency which develops technologies for military use – as well as private sector players, both large firms and startups – intended to develop disruptive innovations. The stated aim of SRI International is to move R&D from the laboratory to the marketplace. SRI is hardly a household name, but the organisation has nevertheless been behind a large number of the devices which we now use in our daily lives. Since the research centre was founded 65 years ago, its engineers have been closely involved in the development of such innovations as colour television then colour photographic film in the 1950s, ultrasound for medical diagnostics in the 1980s, computers as we know them today, Arpanet, a 1960s precursor to the Internet, and more recently Siri – the first-ever virtual personal assistant, later acquired by Apple.

Which are the ripest areas for startups to disrupt using machine learning? At the core, machine learning/artificial intelligence relies on two key ingredients: advanced algorithms and data sets to train those algorithms. Novel algorithms are increasingly making their way into the public domain in the form of open-source libraries. So, the key differentiator for startups and ultimately long-term competitive advantage is access to proprietary data sets. In the consumer world, there are natural and intrinsic monopolies at play.

In February, Microsoft and Cyanogen officials said the two would collaborate on new Microsoft mods that phone makers and service providers could build into their systems. This week, the first of those mods became available via the Cyanogen OS 13.1 update, which is rolling out for the One Plus One. "Mods are your favorite features, right where you expect them," is the tag line from Cyanogen on the latest OS release, which company execs call "the MOD ready update." To enable a mod on the lockscreen, users just need to select Lock Screen Mods and then tap on the designated mod of choice. Among the first available Cyanogen mods are Microsoft's Skype mod, which makes Skype contacts and call history available in the dialer and allow users to buy Skype credit and make Skype to Skype calls for free.

Last month, Google took the stage in Mountain View, California, to show off improvements to its digital voice assistant. Its signature ability is to have a conversation with it like you would a normal person. You can ask "Google Assistant" what's on your schedule and then have it text the person you're meeting to say you'll be late. Google remembers your first question, so you don't have to start over with a new command. Like a real person, it builds off what you were talking about earlier.