Apple touts on-Device AI at WWDC 2025, but Siri's AI smarts still on hold

Apple unveils "Liquid Glass," a major visual redesign for its operating systems at WWDC 2025, while delaying the AI-powered Siri overhaul to 2026.
New "Apple Intelligence" features focus on on-device processing, including Live Translation and updated Visual Intelligence.
Apple's App Store changes may push developers towards increased ad spending, as the store now defaults to its Search page.

At its WWDC 2025 presentation, Apple unveiled a major visual redesign dubbed "Liquid Glass" for its operating systems and a suite of "Apple Intelligence" features focused on on-device processing, while confirming its much-hyped AI-powered Siri overhaul faces a lengthy delay.

Siri's long snooze: The more capable, personalized Siri previewed at WWDC 2024 won't arrive anytime soon, with Apple’s SVP of Software Engineering, Craig Federighi, stating the work "needed more time," likely pushing its debut well into 2026. Earlier reports highlighted by Bloomberg indicated the in-development assistant, though operational, faced challenges with consistent performance.

A shiny new shell: Instead of a Siri revolution, Apple showcased "Liquid Glass," its biggest visual shift for iOS since 2013, bringing translucent, layered interfaces across its devices. New "Apple Intelligence" capabilities, including Live Translation and an updated Visual Intelligence, will run on-device, with Apple continuing to lean on OpenAI for some functions like image generation in Image Playground.

Developers in focus?: Apple launched a new standalone 'Games' app and tweaked App Review Guidelines, changing 'alternative app marketplace' to 'alternative distribution.' Observations from the iOS 26 developer beta suggest the App Store now defaults to its Search page, potentially nudging developers toward more ad spending, even as investor reaction to the keynote saw Apple's stock dip 1.2%.

The bottom line: Apple is polishing its ecosystem and carefully weaving in AI, prioritizing privacy and on-device processing, but its deliberate pace on foundational AI like Siri risks ceding ground in a rapidly accelerating tech race.

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The wider view: While Apple refines its AI, OpenAI is partnering with Jony Ive to explore new AI-infused hardware, and Apple's own research highlights current AI reasoning limitations. Meanwhile, a CNET survey suggests few consumers are upgrading phones specifically for AI, and Apple continues to navigate other challenges, like its App Store legal battles with Epic Games.