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Apple introduces Siri AI with cross-device integration
Apple revealed a major upgrade to its digital assistant at this year's Worldwide Developers Conference (WWDC), launching Siri AI to compete with rivals like OpenAI and Anthropic. The new version promises deeper integration across Apple devices and apps, leveraging user interaction history, image recognition, and broader contextual knowledge.
Privacy and user focus drive redesign
Craig Federighi, Apple's senior vice president of Software Engineering, emphasized the company's commitment to privacy and user-centric design during the keynote. "Truly helpful AI must be centered around you and your needs," he said, adding that privacy was prioritized "at every step" of Siri AI's development.
Federighi also criticized the tech industry's tendency to prioritize AI innovation over practical user benefits. "We're not interested in AI for the sake of AI," he stated, framing Apple's approach as a contrast to competitors.
Beta release planned, but EU users left out
A beta version of Siri AI will roll out later this year for supported devices, initially in English. However, Apple confirmed the update will not be available in the European Union, citing unresolved regulatory concerns. "Over the past several months, EU regulators did not accept any of Apple's proposed solutions to bring Siri AI to the EU while safely supporting other virtual assistants," the company said in a statement.
Earlier this year, Apple partnered with Google to integrate Gemini-based foundation models into its AI ecosystem, a move aimed at bolstering Siri's capabilities.
Child safety features expanded in iOS 27
Alongside Siri AI, Apple announced enhancements to its trust and safety tools, particularly for younger users. The updated "ask" feature will require parental approval before children can communicate with unknown contacts. Additionally, the company will automatically censor images flagged as sexually explicit or violent before they reach a child's device.
"We're providing powerful, easy-to-use tools to manage what kids can see, who they talk to, and when they have access,"
Craig Federighi
The announcements come amid criticism from child safety advocates, who argue Apple has not done enough to protect minors. A small group of protesters demonstrated outside Apple Park ahead of the keynote, demanding stricter controls on nudification apps and the removal of child sexual abuse material (CSAM) from iCloud.
Sarah Gardner of the HEAT Initiative chained herself to a tree outside the venue, alleging Apple has profited from sexually explicit AI deepfake apps. The company maintains it has proactively removed such apps in line with its guidelines.
Tim Cook's final WWDC as CEO
The conference marked Tim Cook's last WWDC as Apple's chief executive, capping a 15-year tenure. Cook, who took over from co-founder Steve Jobs in 2011, received a standing ovation from attendees at Apple Park. "I've loved hearing your stories and how you're enriching lives around the world," he told developers, appearing emotional during his farewell.
Cook joked about the sea of iPhones capturing the moment, calling it "the most iPhones I've ever seen." His successor, John Ternus, who has been a prominent figure at past WWDC events, did not speak during the keynote but was seated alongside Cook at a subsequent media briefing.
Analysts weigh in on Apple's AI strategy
Ben Wood, chief analyst at CCS Insight, noted that WWDC provided answers to Apple's AI lag but questioned whether the company's privacy-first approach would deliver a "meaningfully better everyday experience" compared to rivals. "User reaction will be the ultimate test," he said.
Francisco Jeronimo, VP at IDC EMEA, suggested WWDC 2026 offered Ternus a strategic opportunity to solidify Apple's future. "If Apple delivers the experience with the reliability, elegance, and trust users expect, this could be remembered as the moment Siri and Apple Intelligence moved from the background to the center of its ecosystem," he said.
