Apple’s annual developer conference on Monday is expected to focus heavily on a long-awaited upgrade to Siri, the voice assistant the company promised to improve two years ago.
The event at Apple’s headquarters in Cupertino, California, comes as consumers increasingly turn to chatbots from OpenAI and Anthropic, while AI agents are gaining traction in China and other markets.
Although Siri first launched in 2011 and is available across Apple’s installed base of 2.5 billion devices, analysts say the company has struggled to keep pace with rivals in generative AI.
Apple’s advantage lies in personal data
Analysts believe Apple holds a valuable asset in the form of the data stored on iPhones.
That includes:
- Emails.
- Messages.
- Calendar appointments.
- Information spread across apps and the operating system.
Access to that information could make Siri more useful and improve its ability to complete tasks.
But Apple’s emphasis on privacy has created limits. Apps cannot freely access each other’s data, and Apple itself needs user permission to reach much of that information.
“Their challenge is unlocking the power of that data,” said Patrick Moorhead, founder of Moor Insights & Strategy.
“They have to make Siri not suck, but Apple also has to put the framework together of how their developers can take advantage of AI themselves,” he said.
“It sounds kind of boring, but AI is all about data, because data is what creates context and what creates better results.”
Developers are watching for Siri changes
According to Andrew Cornwall, a senior analyst at Forrester, Apple is expected to introduce:
- A chat mode for Siri.
- A “personal context” feature that allows users to share data with the assistant.
- New ways for developers to connect apps to Siri through Apple’s “extensions.”
- Options for developers to use AI models from OpenAI, Anthropic and Google Gemini.
- New methods of tapping the AI capabilities of Apple’s custom chips.
Cornwall said those features are likely to be among the most visible announcements.
Apple expected to focus on user experience
Analysts expect Apple to present AI as a set of useful features rather than as a technology platform.
Surveys have shown that many Americans remain uneasy about AI. Consumers in markets such as China have generally been more receptive.
Apple has traditionally avoided promoting technology simply for its own sake.
Cautious approach to AI agents
Some rivals are experimenting with technologies that allow AI agents to log into online services and perform tasks on behalf of users.
Nvidia and Microsoft have spent time this year working on OpenClaw, a system designed to control large numbers of AI agents on personal computers.
Ben Bajarin, chief executive of Creative Strategies, said he does not expect Apple to place much emphasis on such technologies.
He cited concerns over security and said the technology remains immature.
“It’s way too early for the consumer,” Bajarin said.
“I’m not even sure businesses are ready for this in an uncontrolled context.”
Wall Street has remained supportive
Apple’s stock has risen about 50% over the past year.
That trails the roughly 120% gain recorded by Alphabet, whose shares have benefited from the success of its Gemini AI model.
Still, Apple’s performance has exceeded Microsoft’s. Shares of the software company have fallen about 7% over the same period amid concerns it is lagging competitors such as Anthropic despite its close relationship with OpenAI.
TL;DR:
Apple is expected to unveil a revamped Siri and new AI tools for developers at its developer conference. Analysts say the company’s vast pool of user data could help it catch up in AI while maintaining its privacy-focused approach.
AI summary:
- Apple is expected to announce a major Siri overhaul at WWDC.
- Analysts see personal data stored on iPhones as Apple’s biggest AI advantage.
- New Siri features and developer tools are widely anticipated.
- Apple is expected to stress practical uses rather than AI technology itself.
- Analysts do not expect Apple to focus heavily on AI agents such as OpenClaw.
