Apple has placed a Siri upgrade at the centre of its latest product announcements, as Tim Cook prepares to step down after 15 years as chief executive.
At the company’s annual Worldwide Developers Conference on Monday, Apple said Siri AI would offer a more natural and personalised experience across its devices and apps.
The redesigned assistant is expected to draw on previous interactions, interpret images, and answer questions using broader knowledge. A separate app will also give users another way to access the service.
The launch is a significant test for Apple, which has faced criticism for moving more slowly than rivals in generative artificial intelligence. Although Apple Intelligence already includes writing and image-editing tools, the company has taken longer to deliver a more capable Siri.
Craig Federighi, Apple’s senior vice-president of software engineering, said the company wanted to avoid pursuing “AI for the sake of AI without considering the people it’s supposed to be able to serve.”
“We believe that truly helpful AI must be centered around you and your needs,” Federighi said, adding that privacy had been considered “at every step.”
A beta version of Siri AI is due later this year on supported devices set to English, although it will not initially launch in the European Union. Apple said regulators had not accepted its proposals for introducing the service while safely supporting other virtual assistants.
The company also announced child safety protections as part of iOS 27. Parents will be able to approve conversations with unfamiliar contacts, while sexual or violent images flagged as potentially inappropriate will be automatically blurred on a child’s device.
The keynote carried added significance because it was Cook’s last as Apple chief executive. Employees and developers at Apple Park gave him a standing ovation as he thanked them.
“Your imagination and ingenuity have inspired me for the last 15 years and I’m deeply grateful to have been on this journey with you,” Cook said.
John Ternus is set to replace Cook in September. His appointment comes as Apple seeks to prove that its privacy-led approach can still deliver a competitive AI experience.