Apple punts on Siri updates as it struggles to keep up in the AI race
Apple's WWDC 2025 had new software, Formula 1 references, and a piano man crooning the text of different app reviews. But one key feature got the short end of the stick: Siri.
Although the company continuously referenced Apple Intelligence and pushed new features like live translation for Messages, FaceTime, and phone calls, Apple's AI assistant was barely mentioned. In fact, the most attention Siri got was when Apple explained that some of its previously promised features were running behind schedule.
To address what many saw as the elephant in the room, Apple's keynote briefly mentioned that it had updated Siri to be "more natural and more helpful," but that personalization features were still on the horizon. Those features were first mentioned at last year's WWDC, with a rollout timeline "over the course of the next year."
"We're continuing our work to deliver the features that make Siri even more personal," Craig Federighi, Apple's SVP of software engineering, said during Monday's keynote. "This work needed more time to reach our high quality bar, and we look forward to sharing more about it in the coming year."
Apple's relative silence on Siri stands out
Apple has long …