Siri Upgrades Expected to Take Backseat at Apple’s WWDC 2025

Apple is set to host its highly anticipated Worldwide Developers Conference (WWDC) 2025 from June 9 to 13, with the keynote presentation scheduled for June 9 at Apple Park. The event will be followed by a series of developer-focused sessions throughout the week. This year’s WWDC is expected to showcase major software overhauls, especially with redesigned versions of iOS, iPadOS, and macOS—marking the most significant visual redesign since the launch of iOS 7.

Among the biggest highlights expected at WWDC 2025 is the unveiling of iOS 19, which is rumored to come with substantial changes. However, despite previous indications from Apple about advancements in artificial intelligence (AI), a new report from Bloomberg’s Mark Gurman indicates that major Siri upgrades are unlikely to be a key focus during this year’s event.

In his detailed report, Gurman points out that although Apple has been working on new AI technologies, including enhancements to Siri, the tech giant is not expected to present major improvements to its voice assistant during WWDC. This development may come as a surprise to many, considering the growing emphasis on AI in the tech industry and previous promises from Apple about AI-driven innovation.

Gurman suggests that Apple was caught off guard by the sudden and rapid rise of generative AI technologies, such as those developed by OpenAI (ChatGPT) and Google (Google Assistant). This unpreparedness, combined with internal hesitation, has resulted in delays to Siri's evolution. Specifically, Apple’s software chief, Craig Federighi, reportedly expressed reluctance to prioritize AI development early on. He believed that a strong focus on AI could divert attention and resources away from Apple’s core product development goals.

This cautious approach slowed down Siri’s growth, allowing rival platforms to take the lead in voice assistant technology. According to Gurman, other Apple executives shared similar sentiments. One unnamed senior executive explained that in the AI space, you often don’t know the final product until significant investments have already been made—an approach that doesn't align well with Apple’s typical product strategy, which involves having a clear end goal before development begins.

Meanwhile, Apple is reportedly developing a new infrastructure for Siri based on large language models (LLMs), internally referred to as “LLM Siri.” However, the company is expected to brand it separately from its broader “Apple Intelligence” initiative. This decision stems from Siri’s current weak public reputation, which Apple hopes to manage while rebuilding the assistant’s capabilities behind the scenes.

In conclusion, while WWDC 2025 is poised to bring exciting new updates to Apple’s operating systems, expectations for a major Siri revamp should be tempered. Apple appears to be taking a slow and measured approach toward integrating generative AI, focusing on restoring public confidence and improving its virtual assistant incrementally rather than through a headline-grabbing overhaul this year.