At WWDC 2025, Apple Intelligence featured prominently with new tools announced across platforms, including Live Translation in iOS 26, advanced Visual Intelligence that reads screens, enhanced Call Screening and Hold for Me in the Phone app, and an AI-powered Shortcuts app.
However, updates to Siri, including improved personal context understanding, on-screen awareness, and in-app actions, have been postponed until 2026. Craig Federighi, Apple’s SVP of Software Engineering, and Greg Joswiak, SVP of Worldwide Marketing, shared insights in an interview about the delay and Apple’s broader AI strategy.
Federighi explained that Apple initially developed two Siri architectures. The first version, built for early demos, couldn’t meet Apple’s quality standards despite extensive refinement. Transitioning to a second, more robust architecture delayed the release. Apple will announce the updated Siri rollout when it is fully ready.
Regarding the growing use of voice chatbots like ChatGPT for life advice and therapy, Federighi acknowledged their usefulness for brainstorming and reflection but stated that such applications are not Apple’s current priority.
Apple’s AI approach focuses on integrating intelligence directly into useful features rather than building standalone chatbots. For example, Live Translate in Messages, Phone, and FaceTime automatically translates incoming messages, while Phone app enhancements streamline call management.
Joswiak emphasized that Apple does not view AI as a separate destination but as an integrated experience to improve daily interactions across its ecosystem.
Looking forward, Apple plans to introduce AI-powered features with iOS 26, iPadOS 26, macOS 26 Tahoe, and watchOS 26, including new functionalities like Workout Buddy. Additionally, Apple is enabling third-party developers to access its on-device large language models, expanding AI capabilities within apps.
Visual Intelligence improvements, such as instantly purchasing identified objects through apps like Etsy or adding items to custom collections, illustrate Apple’s evolving AI integration.
Apple remains focused on enhancing user experiences through AI while maintaining high customer satisfaction across its products. Joswiak noted that these improvements aim to deepen user engagement rather than create standalone AI products.