At the WWDC keynote, Craig Federighi, Apple’s senior vice president of software engineering, outlined FaceTime updates in iOS 15 that include:

Portrait mode. Sharing FaceTime links and even (gasp!) connecting with those Android and Windows folks over the web. Screen sharing.Shared experiences via a feature called SharePlay where you can listen to music and watch video with others. An API in SharePlay that allows other apps to be integrated with FaceTime.

Sound a bit familiar? Zoom has those same features – except, perhaps, for the entertainment app integration.
Bottom line: Apple wants FaceTime to be more in the conversation along with Zoom, and the latter has encroached on developers as well as events. You can expect a business version to be in the mix as Apple evolves FaceTime. 
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Here’s what Apple has in mind: