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At WWDC 2025, a highly anticipated smarter Siri update is still nowhere to be found.
Credit: Aurich Lawson / Getty Images
On Monday, Apple announced a series of incremental Apple Intelligence updates at its annual Worldwide Developers Conference, focusing on practical features like live phone call translation and visual search rather than the ambitious race for AI breakthroughs that rivals have been promoting.
Notably absent was any concrete update on the much-needed "more personalized" Siri that Apple first announced at last year's WWDC but has yet to demo publicly or provide specifics about. (Siri still feels woefully outdated after using ChatGPT's Advanced Voice Mode, for example.)
In our WWDC keynote preview from last week, we pointed out that Apple has faced intense pressure to deliver on AI after overpromising features it wasn't ready to launch—a controversy that led to an executive reshuffle of those handling Apple's AI efforts.
But that delivery did not materialize today. Reuters notes that Apple shares closed down 1.2 percent on Monday, potentially reflecting investor disappointment. "In a moment in which the market questions Apple's ability to take any sort of lead in the AI space, the announced features felt incremental at best," said Thomas Monteiro, senior analyst at Investing.com, in an interview with the news agency. "It just seems that the clock is ticking faster every day for Apple."
Incremental AI updates
The modest scope of Monday's AI announcements suggests Apple took a more cautious approach this time, baking improvements into various apps and OSes rather than making high-level, sweeping AI announcements. (Instead of AI, Apple's big marquee announcements at WWDC '25 centered around a graphical design update called "liquid glass" and a shift to year-based naming for its operating systems.)
Call screening in iOS 26. Credit: Apple
For example, the iPhone maker unveiled a feature named"Call Screening," which automatically answers unknown numbers and transcribes the caller's purpose. It also introduced updates to Visual Intelligence, which helps users find products similar to those they photograph or see on their screens and link them to shopping apps. During Monday's keynote video, Apple demonstrated finding a jacket online and using the feature to locate similar items for sale in apps already installed on the user's device.
Developers, developers, developers?
Being the Worldwide Developers Conference, it seems appropriate that Apple also announced it would open access to its on-device AI language model to third-party developers. It also announced it would integrate OpenAI's code completion tools into its XCode development software.
Apple Intelligence was first unveiled at WWDC 2024. Credit: Apple
"We're opening up access for any app to tap directly into the on-device, large language model at the core of Apple," said Craig Federighi, Apple's software chief, during the presentation. The company also demonstrated early partner integration by adding OpenAI's ChatGPT image generation to its Image Playground app, though it said user data would not be shared without permission.
For developers, Apple's inclusion of ChatGPT's code-generation capabilities in XCode may represent Apple's attempt to match what rivals like GitHub Copilot and Cursor offer software developers in terms of AI coding augmentation, even as the company maintains a more cautious approach to consumer-facing AI features.
Meanwhile, competitors like Meta, Anthropic, OpenAI, and Microsoft continue to push more aggressively into the AI space, offering AI assistants (that admittedly still make things up and suffer from other issues, such as sycophancy).
Only time will tell if Apple's wariness to embrace the bleeding edge of AI will be a curse (eventually labeled as a blunder) or a blessing (lauded as a wise strategy). Perhaps, in time, Apple will step in with a solid and reliable AI assistant solution that makes Siri useful again. But for now, Apple Intelligence remains more of a clever brand name than a concrete set of notable products.
Credit: Aurich Lawson / Getty Images
On Monday, Apple announced a series of incremental Apple Intelligence updates at its annual Worldwide Developers Conference, focusing on practical features like live phone call translation and visual search rather than the ambitious race for AI breakthroughs that rivals have been promoting.
Notably absent was any concrete update on the much-needed "more personalized" Siri that Apple first announced at last year's WWDC but has yet to demo publicly or provide specifics about. (Siri still feels woefully outdated after using ChatGPT's Advanced Voice Mode, for example.)
In our WWDC keynote preview from last week, we pointed out that Apple has faced intense pressure to deliver on AI after overpromising features it wasn't ready to launch—a controversy that led to an executive reshuffle of those handling Apple's AI efforts.
But that delivery did not materialize today. Reuters notes that Apple shares closed down 1.2 percent on Monday, potentially reflecting investor disappointment. "In a moment in which the market questions Apple's ability to take any sort of lead in the AI space, the announced features felt incremental at best," said Thomas Monteiro, senior analyst at Investing.com, in an interview with the news agency. "It just seems that the clock is ticking faster every day for Apple."
Incremental AI updates
The modest scope of Monday's AI announcements suggests Apple took a more cautious approach this time, baking improvements into various apps and OSes rather than making high-level, sweeping AI announcements. (Instead of AI, Apple's big marquee announcements at WWDC '25 centered around a graphical design update called "liquid glass" and a shift to year-based naming for its operating systems.)
Call screening in iOS 26. Credit: Apple
For example, the iPhone maker unveiled a feature named"Call Screening," which automatically answers unknown numbers and transcribes the caller's purpose. It also introduced updates to Visual Intelligence, which helps users find products similar to those they photograph or see on their screens and link them to shopping apps. During Monday's keynote video, Apple demonstrated finding a jacket online and using the feature to locate similar items for sale in apps already installed on the user's device.
Developers, developers, developers?
Being the Worldwide Developers Conference, it seems appropriate that Apple also announced it would open access to its on-device AI language model to third-party developers. It also announced it would integrate OpenAI's code completion tools into its XCode development software.
Apple Intelligence was first unveiled at WWDC 2024. Credit: Apple
"We're opening up access for any app to tap directly into the on-device, large language model at the core of Apple," said Craig Federighi, Apple's software chief, during the presentation. The company also demonstrated early partner integration by adding OpenAI's ChatGPT image generation to its Image Playground app, though it said user data would not be shared without permission.
For developers, Apple's inclusion of ChatGPT's code-generation capabilities in XCode may represent Apple's attempt to match what rivals like GitHub Copilot and Cursor offer software developers in terms of AI coding augmentation, even as the company maintains a more cautious approach to consumer-facing AI features.
Meanwhile, competitors like Meta, Anthropic, OpenAI, and Microsoft continue to push more aggressively into the AI space, offering AI assistants (that admittedly still make things up and suffer from other issues, such as sycophancy).
Only time will tell if Apple's wariness to embrace the bleeding edge of AI will be a curse (eventually labeled as a blunder) or a blessing (lauded as a wise strategy). Perhaps, in time, Apple will step in with a solid and reliable AI assistant solution that makes Siri useful again. But for now, Apple Intelligence remains more of a clever brand name than a concrete set of notable products.
