Apple just made its biggest AI move in
years, and somehow the market reaction
was brutal. More than 200 billion
dollars was erased from Apple's intraday
market value after WWDC. The new Siri AI
is reportedly tied to Google Gemini, and
the EU won't even get it on iPhones at
launch.
But at the same time, this could be the
Siri upgrade Apple users have been
waiting for. So, the real question is
simple. Did Apple finally find its AI
moment, or did it just expose how far
behind it really is? All right. So, at
WWDC 2026, Apple introduced Siri AI, a
rebuilt assistant meant to turn [music]
Siri from a basic voice tool into
something much closer to a personal AI
companion. And at this point, Apple
clearly has a lot to prove. ChatGPT,
Claude, Gemini, and Microsoft's Copilot
ecosystem all moved fast, while Siri
kept looking outdated inside one of the
most powerful consumer tech ecosystems
on Earth. Now, Apple says Siri has been
rebuilt from the ground up. The new Siri
AI is powered by the next generation of
Apple Intelligence.
Apple says it is conversational,
personal, and deeply integrated. It can
understand what is on your screen,
search through your messages, emails,
photos, calendar, [music] contacts, and
apps. Answer questions using current
information from the web, and keep
conversations going across devices
>> [music]
>> through a new dedicated Siri app. Old
Siri was mostly about short commands.
Set a timer, call someone, send a
message, check the weather. The new
version is supposed to act like an
intelligence layer inside Apple's
ecosystem, where you can talk, type, ask
follow-up questions, create plans, write
text, find buried details, or explain
what is already open on your screen.
Craig Federighi made Apple's position
clear during the keynote. He took a
subtle shot at rival AI companies saying
some appear to be racing forward with AI
for the sake of AI without clear regard
for the people the technology is
supposed to serve. That is classic
Apple. The company wants to frame its
slower AI rollout as intentional, more
private, safer, more useful, [music]
and better designed. Apple promised a
smarter Siri around 2 years ago, then
delayed it again and again. So, this
WWDC
was Apple trying to prove that it still
has a serious AI strategy. The first
major feature is personal context. Siri
AI can understand information from your
own device and use it to answer personal
questions.
Apple gave examples like finding a
restaurant recommendation someone sent
you in messages, pulling a hotel
confirmation number from an old email,
or finding photos from a recent trip
with friends and family. Reuters also
reported that Siri can locate details
like an address mentioned in a message,
even if that address was never saved
anywhere. This is where Apple should
have a natural advantage. If Siri can
privately understand your mail,
messages, photos, calendar, contacts,
>> [music]
>> notes, files, and reminders, it becomes
more useful than a chatbot that only
knows what you manually paste into it.
Apple is also extending this through
Spotlight. Developers can integrate
third-party apps with Spotlight, and on
iPad and Mac, Apple's traditional search
bar becomes an AI access point for
natural language questions, search, and
actions. On iPhone, Siri's being
redesigned around the Dynamic Island.
Instead of the old glowing screen edge,
users can swipe down from the Dynamic
Island to type or start a conversation.
You can still say, "Hey Siri," or use
the side button, yet the experience now
feels more like a chatbot living inside
the phone. The dedicated Siri app is
also important. Users can revisit older
chats, start new ones, and continue
across iPhone, iPad, Mac, Apple Watch,
and Vision Pro. Apple says conversation
history syncs privately through iCloud,
moving Siri away from one-off voice
commands and toward a cross-device AI
workspace. Screen awareness is the next
big piece. Siri AI can answer questions
based on what is currently on your
display. If you get a message about a
potluck, Siri can help brainstorm what
to bring and then add a recipe to notes.
If you are looking at a file, image,
webpage, app, or selected text, Siri can
explain it or help you act on it. On
Mac, users can control-click images,
files, or text [music] and ask Siri
about them. On iPad, visual intelligence
is tied into screenshots. On Vision Pro,
Siri can appear as a three-dimensional
visualization in your space, and users
can invoke it by looking at it and
speaking. The iPhone camera app is also
getting a Siri mode. You can tap the
shutter button so Siri can see what you
see and respond to the real world. Apple
mentioned splitting a bill with Apple
Cash, getting nutritional information
from food, and importing a card into
Apple Wallet. Visual intelligence is
also coming to iPad, Mac, and Vision
Pro, so Siri is becoming multimodal.
Writing is another major part of the
update. Apple introduced Write with
Siri, [music]
which lets users generate, edit, and
improve text almost anywhere they type.
In Mail and Messages, Siri can adapt to
how you usually communicate with a
specific person. If you normally send
your manager short, direct bullet
points, Siri can draft [music] in that
style. If your messages to a friend are
more casual, Siri can adjust there, too.
Siri can draft emails, rewrite text,
give document feedback, [music]
and proofread automatically across the
system, including in many third-party
apps. System-wide dictation is also
getting better spelling, punctuation,
capitalization, formatting, and natural
speech recognition. Users can customize
Siri's voice, pace, and expressiveness.
[music]
This is where Apple's approach gets
interesting. Apple avoids the loud AI
agent branding that OpenAI, Anthropic,
[music] and Google often use. It
presents Siri AI as a practical
assistant that understands your life and
helps with everyday tasks.
>> [music]
>> Still, some demos clearly move toward
agent-like behavior. PCMag reported that
Mike Rockwell, Apple's VP of Siri
engineering, asked Siri about an
upcoming concert, asked how to get
tickets, and then told it to enter a
lottery for tickets. That is closer to
taking action than just answering a
question. Analysts sounded cautious. Bob
O'Donnell from Technalysis Research
said, "This finally delivers on the
promise of Siri from 15 years ago." and
called it AI for the masses. Moffett
Nathanson analyst Craig Moffett said the
updates were not earth-shaking, although
they could make Siri a credible chatbot
and possibly a credible agent. And
investors were clearly not blown away.
Apple shares closed 1.9% lower
at $301.54
after the keynote. The sharper number is
even more dramatic. During the day,
Apple traded as high as about $317
per share, then closed at $301.54.
Depending on the share count used,
roughly $230 billion was erased from
Apple's intraday market value from the
day's peak to the close. From the
previous close, the drop was much
smaller, closer to around $85 billion.
So, the accurate phrasing is that Apple
lost more than $200 billion from the
day's high, not from the previous day's
close. That reaction was kind of
unexpected because WWDC was supposed to
reassure Wall Street that Apple can
close the AI gap. Instead, the market
response was cold, [music] and one big
reason is the Gemini story. Apple is
branding this as Apple Intelligence, and
it says Siri AI uses Apple Foundation
models, on-device processing, and
private cloud compute. At the same time,
Reuters reported that some of Apple's
models were built using Google's Gemini
technology, while larger models will run
in cloud infrastructure using Nvidia
chips.
Business Insider also reported that Siri
AI is powered through Apple's
partnership with Google. And The Verge
described Apple's new foundation models
as developed in collaboration with
Google. That creates an awkward
perception problem. Apple spent years
telling the world it had a different
privacy-first AI strategy. Then, when it
finally revealed the new Siri AI, one of
the biggest headlines became that Apple
is leaning on Google Gemini under the
hood. For investors, that can look less
like Apple leapfrogging the market and
more like Apple catching up by using
technology from one of its biggest
rivals.
To be fair, using Gemini does not
automatically make the product weak.
Hybrid AI stacks are normal now. The
issue is perception.
Apple's brand is control. The chip, the
hardware, the software, the privacy
layer, and the ecosystem. So, when the
most important Siri upgrade in years
appears partly tied to Google, people
naturally ask whether Apple is leading
in AI or packaging someone else's
intelligence inside an Apple interface.
Privacy is Apple's main answer. Apple
says Siri AI uses a new architecture
built around on-device models and
private [music] cloud compute. When
requests need cloud processing, Apple
says personal data is not stored and is
not accessible to Apple or anyone else.
Outside experts can verify these privacy
promises, and the system orchestrator
can use the Spotlight index and app
toolbox on device to keep more personal
information under user control. Still,
the privacy issue is unavoidable because
a useful Siri AI needs access to your
screen, messages, emails, photos,
calendar, and apps.
That is the tension Paolo Pescatore
pointed out. Apple has to prove smarter
AI does not need less control over
private data." The rollout is limited to
Siri AI is in developer testing across
iOS 27, iPadOS 27, macOS 27, and
visionOS 27 with a user beta coming
later this year in English on supported
newer devices. And regionally, Apple has
problems. Siri AI will not initially
launch on iPhones or iPads in the EU
because of digital market act concerns.
And it will also be unavailable in China
while Apple works through regulation.
That delay created debate online. On
Reddit, some users blamed the EU.
[music]
Some people called it the weirdest WWDC
they had watched in years. Others said
Apple took a long time to say very
little. A lot of criticism focused on
the child safety section, which some
viewers felt went on too long. One user
joked that Apple said "as a parent"
around [music] 55 times. Apple also
spent a lot of time on child safety
updates. Parents will get stronger
controls over apps, websites, and
contacts. While Safari's new ask to
browse feature lets children request
[music] access to websites the same way
they already request app downloads.
Messages and FaceTime will also blur
graphic content for users under 18,
including nudity, gore,
>> [music]
>> and violent images. While Screen Time
gets category-based limits for things
like social media or games.
>> [music]
>> Beyond Siri, Apple announced smaller AI
upgrades across the system. Photos gets
better clean [music] up, image
extension, and spatial reframing. While
image playground can generate higher
quality images,
>> [music]
>> including photorealistic ones.
Safari can check when products are back
in stock, the Home app can describe and
search security camera footage, and the
Phone app can surface useful details
like confirmation emails during business
[music] calls.
Apple also rebuilt search across
Spotlight, Photos, and mail. Added
custom EQ [music] for AirPods, refined
liquid glass with a tint slider,
expanded iCloud shared albums to Android
and Windows users,
and added health alerts for possible
perimenopause or menopause symptoms in
people 40 and older. Developers can try
the new operating systems now. Public
betas are expected around July, and
stable versions should arrive in the
fall. So, Apple finally gave Siri the AI
rebuild people were waiting for, and
some of it genuinely sounds useful. But,
it is still beta. Some major regions are
delayed. Investors [music] reacted
coldly, and the Gemini partnership
leaves Apple with one uncomfortable
question. Is it leading personal AI or
packaging rival technology inside a
cleaner Apple experience?
Now, Apple has to ship Siri AI in a way
that actually [music] works. Also, if
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that's where I'll leave it for now.
Do you think Apple finally has a real
chance to catch up in AI with Siri AI?
Let me know in the comments.
And if you enjoyed the video, subscribe,
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I'll catch you in the next one.