At this year’s Worldwide Developers Conference (WWDC 25), Apple announced numerous updates to its operating system, services and software, including a new look and a rebrand naming treaty called “Liquid Glass.” Apple was particularly quiet with one highly anticipated product. It’s a more personalized, AI-powered Siri, first introduced at last year’s conference.
Apple’s software engineering SVP Craig Federighi gave a brief mention during his keynote speech to Siri updates, saying, “As we share, we are continuing to work to provide the capabilities to make Siri even more personal.
The “next year” time slot appears to indicate that Apple has no news before 2026. This is a major delay in the AI era, when new models, updates and upgrades are shipped at a rapid pace.
As much as it was first announced at WWDC 24, Siri is expected to bring artificial intelligence updates to the plagued virtual assistants built into iPhones and other Apple devices. At the time, the company touted it as “the next big step for Apple,” saying that Siri could understand “personal contexts” like your relationships, communications, routines, and more.
Additionally, assistants will be more convenient by allowing them to perform actions within and across the app.
Bloomberg reported that the more personalized in-developed version of Siri was functional, but it was not consistently functioning properly. The report said that the quality issue means Siri will run like two-thirds of the time, and that shipping is not viable.
Apple officially announced it in March, saying that Siri updates will take longer than expected. The company also pulled out machine learning SVP and AI strategy John Giannandrea from the Siri project and was responsible for Mike Rockwell, who worked at Vision Pro.
The shakeup showed the company was about to get back on track after stumbling over a massive release. It also suggests that Apple’s AI technology lies behind rival technologies, including worrying investors like Openai, Google and humanity.
In the meantime, Apple has partnered with Openai to help close the gap. When a user asks a SIRI question, the assistant couldn’t answer, but could be directed to ChatGpt instead. Apple also updated the Image Playground in the AI Image Generation app in its upcoming release, iOS 26, and used ChatGpt.
At WWDC this year, the company continued to continue its commitments to other AI, including developer access to Device Foundation models, live translation, upgrades to Genmoji (in addition to the above-mentioned image playground), improved visual intelligence, AI “Workout Buddy” for Xcode’s AI, AI “Workout Buddy” for AI, AI, AI drawing versions, AI and more.
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