Apple made a significant announcement on Monday regarding an AI-driven revamp of its Siri voice assistant, following two years of delays that have caused concern on Wall Street.
This new Siri update, built on an AI model that Apple created in collaboration with Google, was the highlight of the company’s Worldwide Developer Conference held in Cupertino, California. Executives mentioned that the revamped Siri will be far more proficient and conversational compared to its current version, which has seen limited updates since its launch in 2011.
The company asserts that the enhanced Siri AI possesses “extensive global knowledge,” which greatly improves its voice-to-text capabilities, making it more efficient for tasks like dictating messages and emails. Additionally, the voice assistant can analyze photos and provide context-aware responses, along with various virtual assistant functions.
Craig Federighi, Apple’s head of software, referred to the improvements as a “huge leap forward for Apple Intelligence,” subtly critiquing competitors who have rushed to implement AI enhancements ahead of Apple.
He remarked, “Some seem to be pursuing AI for AI’s sake without explicitly considering the people AI is ultimately intended to serve: all of us.”
During midday trading on Monday, Apple’s shares remained steady, having risen 16% since the beginning of the year, even amidst ongoing skepticism about the company’s AI direction and concerns of falling behind other major tech players.
The introduction of this AI is a significant challenge for incoming CEO John Ternas, set to replace Tim Cook on September 1. The long-awaited upgrade to Siri is now a pressing issue for him as he steps into his new role.
Technology analyst Paolo Pescatore noted, “For John Ternas, this provides both a platform and a challenge. The Ternus era begins with the need for Apple to demonstrate its unique combination of hardware, software, silicon, and services to enable a more intelligent and personalized ecosystem. If Apple can nail this, Cook will depart with a solid legacy, and Ternus will have a clear path ahead.”
The overhaul of Siri, initially slated for 2024, faced delays due to challenges encountered by the AI team during development. An executive reportedly labeled the situation as “ugly” in a March 2025 meeting.
In December, Apple also announced a major reshuffle within its AI leadership, with John Gianandrea resigning from his role as senior vice president of machine learning and AI, replaced by Google and Microsoft veteran Amar Subramanya.
This year’s WWDC marks Cook’s final appearance as Apple’s CEO before transitioning to Executive Chairman on September 1.
The new Siri promises to sound more natural and can be customized, allowing users to select their desired speaking style and pace.
Apple’s presenter showcased real-life examples of Siri in action, such as setting reminders for concert tickets and understanding social media posts related to friends’ locations.
Federighi emphasized that “truly useful AI must put users and their needs at the center,” highlighting the importance of designing AI with privacy in mind and adapting to individual contexts. “This is our vision for Apple Intelligence,” he added.
Pescatore mentioned that while investors might appreciate fresh insights on Apple’s AI initiatives, the company must still persuade the public that the delays were justified.
“This is still a multi-year transition,” he said. “Apple has to show that Siri’s AI capabilities can transition from being merely a promise to something genuinely useful. The objective is not just to demonstrate technological progress but to ensure that AI operates seamlessly in the background, proving its value in significant moments.”
Apple has also shared that its next version of macOS will be called “Golden Gate,” featuring a “liquid glass” display upgrade, improved animations, and quicker app loading times.
Moreover, the company is prioritizing “trust and safety” initiatives, which include enhanced child safety features and parental controls for device use.
This presentation includes customizable parental controls that enable restrictions based on age, limits on screen time, website accessibility, and monitoring of online communications. Parents will also have the ability to track their children’s usage time.
Despite challenges like supply chain issues impacting availability, sales of iPhones and MacBooks have remained robust. Investors have responded positively to Apple’s AI partnership with Google Gemini.
