During WWDC 2025, Apple's AI assistant Siri was notably absent from significant announcements, highlighting its ongoing shortcomings compared to competitors like OpenAI and Google. Although Apple introduced other features and improvements, Siri was only briefly mentioned, primarily discussing delays in personalization features that had been promised a year earlier. Senior VP Craig Federighi acknowledged the need for more time to achieve quality improvements but stressed the company’s dedication to enhancing Siri’s capabilities in the future, showcasing the dissatisfaction among users and critics alike regarding Siri's relevance in the AI race.
"We're continuing our work to deliver the features that make Siri even more personal," Craig Federighi, Apple's SVP of software engineering, said during Monday's keynote.
Apple's AI models are rarely mentioned alongside its competitors when it comes to power users exploring real-life benefits, let alone more advanced AI agent capabilities.
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