This year’s Worldwide Developers Conference (WWDC 25) brought a wave of exciting updates from a leading tech giant, showcasing innovative changes to its operating systems and software. Among the highlights was a fresh design concept referred to as “Liquid Glass.” However, one of the most anticipated announcements—the introduction of a more personalized, AI-driven virtual assistant—was notably absent, leaving many eager fans disappointed.
During the keynote, the Senior Vice President of Software Engineering briefly touched on the status of the virtual assistant, stating, “We are diligently working to enhance Siri’s personalization features. This endeavor requires additional time to meet our high standards, and we are excited to share more details in the upcoming year.” This vague timeline suggests that significant updates may not arrive until 2026, a considerable delay in the fast-paced world of artificial intelligence.
Initially revealed at WWDC 24, the anticipated AI-enhanced virtual assistant was expected to revolutionize user interaction by understanding personal contexts such as relationships, communication styles, and daily routines. The promise was that this upgrade would not only make the assistant more intuitive but also enable seamless actions across various applications.
Reports indicated that while the new version of the virtual assistant was operational, it faced significant reliability issues, functioning correctly only about two-thirds of the time. This inconsistency raised concerns about its readiness for launch, prompting the company to delay its release.
In March, the company officially announced the postponement of the virtual assistant’s launch, citing the need for more development time. Additionally, there was a notable shift in leadership, with the previous head of Machine Learning and AI Strategy reassigned, and a new leader from the Vision Pro team taking charge of the project.
This leadership change reflects the company’s commitment to rectifying its course after facing challenges with this major update. It also highlights the competitive landscape, where advancements in AI technology from rivals have raised concerns among investors regarding the company’s position in the market.
In the interim, the company has sought partnerships to enhance its offerings. For instance, when users pose questions that the virtual assistant cannot answer, they can now be redirected to a popular AI model for assistance. Furthermore, with the upcoming iOS 26 release, the company has integrated this AI model into its image generation application, enhancing its capabilities.
At WWDC 25, the company also made several other AI-related announcements, including new features for developers, live translation capabilities, and improvements to various applications. These updates reflect the company’s ongoing commitment to integrating advanced AI functionalities across its devices, ensuring users have access to cutting-edge technology.