Apple unveiled a major AI-powered overhaul of its laggard Siri voice assistant on Monday, but shares sank nearly 2% after the company’s presentations failed to excite Wall Street.
The upgraded “Siri AI,” powered by an AI model that Apple developed in partnership with Google, was the centerpiece of Apple’s Worldwide Developer Conference in Cupertino, Calif. on Monday. Executives said the voice assistant will be far more capable and conversational than the most recent version, which rolled out in 2011 and has received few upgrades since.
The company’s stock turned negative during the event as Apple executives rolled through Siri’s forthcoming features – many of which had already been teased in the past.
Nonetheless, Apple software chief Craig Federighi described the changes as a “big leap forward” – and took a direct shot at other tech sector rivals who have rushed out AI features.
“Some appear to be racing forward, seemingly pursuing AI for the sake of AI, without clear regard to the people, all of us, that it’s ultimately meant to serve,” Federighi said.
Apple’s stock has proven resilient this year, rising 16% since Jan. 1 despite lingering questions about the company’s AI strategy and concerns that it’s failing behind other Big Tech rivals.
Siri AI will launch in a public beta slated for later this fall – an indication that there still may be a few issues to iron out.
The AI rollout is considered a major test for incoming CEO John Ternus, who is slated to take the reins from Tim Cook on Sept. 1, with the long-delayed Siri upgrade serving as his most immediate challenge as the company’s new boss.
“For John Ternus, this provides both a platform and a challenge,” said tech industry analyst Paolo Pescatore. “The Ternus era starts with Apple needing to show that its unique blend of hardware, software, silicon and services can deliver a more intelligent and more personal ecosystem. If Apple lands this well, Cook leaves with a strong final chapter, and Ternus inherits a clear path forward.”
Though it was first announced in 2024, Apple was forced to delay its planned overhaul of Siri after its AI team encountered bugs and glitches during development – with one executive reportedly describing the situation as “ugly” during an all-hands meeting in March 2025.
Last December, Apple announced a major shakeup of the teams responsible for its in-house AI efforts. John Giannandrea, who had served as Apple’s senior vice president of machine learning and AI strategy since 2018, stepped down from his post. Amar Subramanya, a veteran of Google and Microsoft, took over as its vice president of artificial intelligence.
Mark Vena, the CEO and principal analyst at SmartTech Research, said it was “not exactly the most earth-shattering WWDC I’ve watched.”
“Siri AI was the one Apple absolutely had to nail,” Vena said. “If Apple can finally make Siri feel conversational, personal, and useful across the iPhone, iPad, Mac, and Apple Watch, it moves from being a punchline to becoming the AI assistant mainstream users might actually trust.”
Siri itself will sound more natural than it did in the past and will be customizable, with users able to select their preferred pace of speech and expressivity.
Apple’s presenters provided some real-world examples of how Siri AI will work, such as setting a reminder to buy tickets to an upcoming Suki Waterhouse concert or identifying where a friend lived relative to a photo they posted on social media.
“Truly helpful AI must be centered around you and your needs,” Federighi said. “This means integrating AI deep into the products you use every day, grounding it in your personal context and the apps you rely on, and designing it with privacy at every step. This is our vision for Apple Intelligence.”
While investors will welcome fresh details about Apple’s AI plans, the company still has to convince the public that the long delay was worth it, according to Pescatore.
“This remains a multi-year transition,” Pescatore told The Post. “Apple still needs to prove that Siri and its wider AI capabilities can move from promise to everyday utility. The challenge is not just to show technical progress, but to make AI feel invisible in the background and valuable in the moments that matter.”
Apple, which has a tradition of naming its operating system updates after California landmarks, revealed the next version of MacOS is called “Golden Gate.” It will include upgrades to the “Liquid Glass” screen display, smoother animations and faster load times for apps.
The iPhone maker also focused heavily on its “trust and safety” efforts, including expanded kids safety features and parental controls.
The presentation included details about child accounts, which can be customized to include age-based restrictions in the app store and controls over when kids can use their devices, what websites they can access and who they can talk to online. Parents can also track their kids’s screen time.
Sales of iPhones and MacBooks have remained strong despite a lack of significant AI features and supply chain difficulties that have led to shortages in stores. Investors also have a positive reaction to the company’s AI partnership with Google Gemini.
WIth Post wires
