Apple WWDC 2025 To Spotlight New AI Features, But Siri Takes A Backseat: What To Expect
While Apple has earned a reputation for polish and precision, that same ethos appears to have worked against it when it came to embracing generative AI.
Apple is finally stepping into the AI spotlight — just not with its long-running voice assistant, Siri, in tow. According to Bloomberg’s Mark Gurman, the tech giant’s upcoming Worldwide Developers Conference (WWDC) will be heavy on artificial intelligence but light on Siri, with long-promised upgrades to the voice assistant reportedly delayed yet again.
A Slow Start in the AI Race
While Apple has earned a reputation for polish and precision, that same ethos appears to have worked against it when it came to embracing generative AI. Gurman’s report reveals that Apple’s leadership, particularly Craig Federighi, initially viewed AI as lacking the clear-cut direction the company prefers before greenlighting a product strategy. This cautious stance left Apple trailing behind rivals who bet big on AI early.
“In AI, you don’t know what the product looks like until you’ve invested significantly,” one Apple veteran reportedly said. “But that’s not the Apple way — we build with a defined endgame.” That mindset, so integral to Apple’s identity, may have caused the company to miss critical early opportunities in AI development.
Siri Sidestepped, Apple Intelligence Steps Forward
Gurman claims Apple now intends to detach its new “Apple Intelligence” features from Siri branding altogether — a move seen as a tacit admission that Siri’s rocky history could tarnish Apple’s broader AI ambitions. Despite showcasing an overhauled Siri in earlier announcements, the company appears to have hit pause on those enhancements.
Internally, this pivot reflects ongoing challenges. John Giannandrea, Apple’s AI chief, hired from Google with high expectations, reportedly struggled to scale the company’s AI infrastructure. His requests for additional investment were often resisted, delaying progress even as competitors surged ahead.
What's Next: A Smarter Apple Ecosystem
Even as Siri fades into the background, AI is poised to become more deeply embedded across Apple’s software ecosystem. Gurman reports that features on the horizon include advanced battery optimisation tools, tighter integration of Apple Intelligence with native apps, and the launch of “Project Mulberry” — a virtual wellness coach designed to help users lead healthier lives.
Though late to the party, Apple’s AI ambitions are finally taking shape — just not in the form many expected. WWDC 2025 is shaping up to be less about reviving Siri and more about reimagining what intelligence looks like across Apple’s platforms. Whether this strategic shift pays off remains to be seen, but one thing is clear: Siri, once Apple’s voice of the future, may no longer be the centrepiece of its AI vision.
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