Apple's Siri upgrades unlikely to be a major focus at WWDC 2025

Apple is all set to host its annual developer conference — WWDC 2025 next month. At the upcoming event Apple is expected Apple will host its Worldwide Developers Conference (WWDC) from June 9 to 13, 2025, with the keynote taking place on June 9 at Apple Park, followed by developer sessions for the rest of the week. This year, Apple is expected to introduce the redesigned iterations of iOS, iPadOS, and macOS, marking the most substantial visual overhaul since iOS 7. Now a new report suggests that significant upgrades to Siri are unlikely to be a central topic at WWDC this year. Bloomberg’s Mark Gurman reveals that this year Apple is expected to bring major software updates to iOS 19, but significant Siri upgrades may not be a focal point. In a long report, Gurman suggests that Apple is unlikely to discuss much about Siri’s future, despite previous promises of AI-driven enhancements.


Apple’s AI strategy and Siri’s delaysThe report suggests that Apple was somewhat unprepared for the rapid emergence of generative AI, and that internal reluctance to invest heavily in AI development has led to Siri falling behind. Gurman notes that Apple’s software chief, Craig Federighi, was initially reluctant to prioritize AI, believing it would distract from core product development. This hesitation contributed to delays in Siri’s evolution, leaving Apple trailing behind competitors like Google Assistant and ChatGPT.

“Other leaders shared Federighi’s reservations. “In the world of AI, you really don’t know what the product is until you’ve done the investment,” another longtime executive says. “That’s not how Apple is wired. Apple sits down to build a product knowing what the endgame is,” said Gurman in his report.

While Apple has been working on a new AI-powered Siri infrastructure, dubbed LLM Siri, the company is reportedly separating Siri from its broader Apple Intelligence branding due to the assistant’s poor reputation. The goal is to rebuild Siri’s capabilities while managing public expectations.