During what was anticipated to be a virtual no-show at WWDC 2025, Apple Intelligence surprised attendees with a significant presence during the keynote. Several exciting new features were announced for Apple’s various platforms, signaling a robust commitment to enhancing user experience. Key highlights include the introduction of Live Translation in iOS 26 across multiple apps, an upgraded Visual Intelligence that can now read your screen, new Call Screen and Hold for You functionalities in the Phone app, and an enhanced Shortcuts app driven by AI. However, a notable absence was the much-anticipated new version of Siri.
While Apple has indicated ongoing work on promised features for Siri, such as understanding personal context and enhancing on-screen awareness, these updates won’t be available until after the launch of iOS 26 this fall. During a recent interview with Craig Federighi, Apple’s Senior Vice President of Software Engineering, and Greg Joswiak, Senior Vice President of Worldwide Marketing, we gained insights into the future of Siri and Apple's unique approach to AI.
Apple delivered an updated version of Siri with iOS 18, which included enhancements for a more conversational experience and improved context retention. However, several exciting features have been delayed, prompting questions about the reasons behind these setbacks. Federighi explained the development process, revealing that Apple had been working on two different architectures for Siri. The first version was demonstrated during initial previews, but it became clear that it wouldn’t meet the high expectations of customers.
“We found that the limitations of the V1 architecture weren't getting us to the quality level that we knew our customers needed and expected,” said Federighi. The decision to transition to a second version of Siri’s architecture was made to ensure a comprehensive solution for users. As Federighi stated, “We realized that if we tried to push out V1, it would not meet our customer expectations or Apple standards.”
As for the timeline for the new Siri, Federighi noted that Apple will not announce a release date until the update is fully ready. “We will announce the date when we're ready to seed it,” he said, emphasizing the importance of delivering a polished product. In a world where voice assistants are increasingly being used for life advice and therapy, many users have turned to platforms like ChatGPT and Gemini Live for support. While Federighi acknowledges the value of such applications, he clarified that Siri will not be positioned as a life coach in the near future.
Apple’s AI strategy diverges from that of companies like OpenAI and Google. Instead of developing a standalone chatbot, Apple aims to integrate AI features directly into its applications. This approach is evident in the new Call Screening and Hold for Me features in the Phone app, as well as Live Translate in Messages, Phone, and FaceTime. These features are designed to enhance user experiences seamlessly and contextually.
For instance, when users receive a message in a foreign language, Live Translate will prompt them to initiate translation, making communication smoother than ever. “Apple's job is to figure out the right experiences that make sense in the context of what we offer to customers,” said Joswiak, highlighting the company's focus on improving everyday tasks through intelligent technology.
As Apple prepares to roll out its new software suite this fall, including iOS 26, iPadOS 26, macOS 26 Tahoe, and watchOS 26 with the new Workout Buddy feature, the focus remains on impactful AI enhancements. Additionally, Apple plans to make its large language models available to third-party developers, allowing them to leverage Apple Intelligence capabilities within their applications.
A prime example of Apple’s AI evolution is the upgraded Visual Intelligence feature, which will enable users to identify objects on their screens and make instant purchases, such as on Etsy. “I didn’t limit it just so that we let developers adopt an app and use the intents API,” Federighi explained, highlighting the flexibility of their integrated systems.
In summary, Apple Intelligence remains a work in progress, with the company committed to delivering the promised improvements for Siri alongside a wide array of AI-powered features that enhance its ecosystem. As the competition in the tech landscape intensifies, Apple continues to prioritize customer satisfaction, aiming to provide experiences that resonate with users. “In the end, people buy products, they buy experiences,” said Joswiak, affirming Apple’s dedication to enhancing its product offerings and ensuring customer loyalty.
