For much of the past two years, Apple has faced criticism that it was falling behind rivals in artificial intelligence. At WWDC 2026, the company responded with what it described as its biggest AI rollout yet, centered on a revamped Siri and deeper integration of AI across its software.
The updated assistant will include new capabilities powered in part by a partnership with Google Gemini.
Rather than framing the announcements as a race, Apple used the event to emphasize practical uses and user experience.
Federighi draws a contrast
During Monday’s keynote, Craig Federighi, Apple’s senior vice president of software engineering, appeared to contrast Apple’s approach with that of some competitors.
“Some appear to be racing forward, seemingly pursuing AI for the sake of AI, without clear regard for the people — all of us — that it’s ultimately meant to serve,” Federighi said.
“At Apple, our mission has always been to turn the potential of advanced technology into helpful and intuitive products for everyone.”
New Siri features
Apple demonstrated several additions to Siri.
According to the company, the assistant will be able to:
- Retrieve information from emails and messages.
- Offer suggestions based on that information.
- Use on-screen awareness to provide context.
- Access up-to-date web information through Google Gemini.
- Sync experiences across Apple devices.
- Store chat histories so users can revisit previous conversations.
Apple said the new Siri will launch in beta later this year.
Built into the operating system
Because Siri operates at the system level, Apple could gain an advantage over AI applications distributed through the App Store.
The company has embedded Apple Intelligence features directly into its software, allowing users to access them without relying on separate apps.
The impact of those changes remains uncertain until the features become available to consumers.
Spending less than rivals
Apple’s approach comes as technology companies continue to invest heavily in AI.
According to the article, Apple plans about $14 billion in capital expenditures this year, compared with roughly **$900 billion in cumulative spending commitments by other large technology companies.
Apple also reported record iPhone sales in the previous quarter.
The company continues to generate revenue from AI developers that distribute applications through the App Store.
Focus on hardware and user experience
Apple’s AI strategy remains closely tied to its devices.
The latest features are intended to make Apple hardware easier to use and encourage customers to spend more time within the company’s ecosystem.
TL;DR
Apple used WWDC 2026 to unveil its largest AI update yet, led by a redesigned Siri. The company is positioning itself as taking a more measured approach to AI while integrating new capabilities directly into its devices and software.
AI summary
- Apple introduced its biggest AI expansion at WWDC 2026.
- Siri will gain new features powered partly by Google Gemini.
- Craig Federighi said Apple is focused on useful AI experiences.
- The new Siri will arrive in beta later this year.
- Apple plans roughly $14 billion in capital spending this year.
