Hayden Bond

Oahu, Hawaii

Writes on Apple's AI push, on-device AI adoption, and how people discover things when they ask ChatGPT instead of Google. Founder of Plate Lunch Collective, an AI search optimization agency in Hawaii. 22 years in search.

App Store icon beside a glowing Siri AI orb and a speech bubble reading "Hey Siri, find the best app for this," with faded app icons in the background. — When someone asks Siri AI for the best app for a task, it reaches the app that declared that capability through App Intents, not the one with the strongest keyword ranking.

App Intents Are the New ASO: How Siri AI Will Discover Apps

Apple's app discovery is moving from keyword ranking to intent. Apps that declare their actions through App Intents get surfaced by Siri AI, while the rest fall outside assistant-driven discovery.

Three screens showing the new Siri results in cards in iOS 27.

Apps & Services

Apple Was Rumored to Be Building a Search Engine for a Decade. It Built an Answer Engine Instead.

By Hayden Bond Jun 8, 2026

2 stories