Apple debuts Siri AI at WWDC as Tim Cook prepares to hand over the reins

On Monday, Apple held its annual Worldwide Developers Conference, in what was both Tim Cook’s last as chief executive and what analysts have dubbed as the company’s most high-stakes showcase in years. At the event, Apple debuted a new and improved Siri—rebranded as Siri AI—as the company sought to answer mounting questions about its place in the AI race. The revamped assistant, which can draw on real-time information and personal device data, marks the company’s most significant AI push to date.

The event comes at a pivotal moment for Apple. The company has been under pressure to stay current as other leading tech giants continue making gains in the AI space. Its first attempt at an AI offering—Apple Intelligence, released in October 2024—was widely considered a misstep owing to several feature delays and what was seen as overpromising on capabilities that were not ready for launch. In the run-up to WWDC, however, Apple has seen its shares approach record levels, lifted by continued iPhone ...