Apple's Siri AI is both cool and 2 years too late
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Apple is finally delivering the conversational and context-aware AI that it promised two years ago. Its rivals have already moved on to agents.
Why it matters: OpenAI, Anthropic, Google and other AI companies are pushing beyond chatbots toward agentic tools that can write code, search through complex file structures, use apps and handle workplace tasks.
Driving the news: At its annual developers conference Monday, Apple announced that its long-delayed Siri overhaul will arrive this fall, built through Apple's partnership with Google.
- Apple says its new conversational assistant is "profoundly more capable" and includes greater "personal context understanding" that can surface relevant information from texts, emails, photos and more.
- The updated Apple Intelligence also includes integrated tools for writing and image generation, with other AI features in Safari, Messages and Photos.
- Developers have access to the new Siri and other tools now, with a public beta planned next month and final versions due out in the fall, typically just as new iPhones go on sale.
State of play: Meanwhile, OpenAI and Anthropic have been locked in a hype battle promoting their agentic AI tools for both coders and office workers.
- In a follow-up meeting with reporters, senior VP Craig Federighi addressed the issue of autonomous AI agents. "I think it's very early days in getting to those kinds of helpful long-horizon agent tasks, but we're all building on agentic architectures at this point."
- Federighi said Apple's own developers are using agentic coding tools, and that people experimenting with agents are using Apple hardware to run them in more controlled environments.
- For now, though, Apple Intelligence is focused more on information-gathering tasks.
- In one example, Apple showed how Siri can help find and play a podcast someone recommended in a message. Another showed how it could take camping recommendations from an email and add them to a packing list in Notes.
What they're saying: Ray Wang, principal analyst at Constellation Research, said that Apple probably did the right thing for consumers by focusing on privacy, security and trust.
- "If it takes them longer to get there, it doesn't matter," Wang said. Not so, he said, for software developers. "They see all this stuff happening at AI speed and they want to move faster."
Zoom in: Apple is betting consumers will value an AI assistant that can draw on personal data while keeping that information on-device and out of other companies' hands.
What we're watching: Whether Apple's features feel like a helpful hand just where people need it or more like too little, too late.
