Apple Execs Address Siri Struggles and AI Vision at WWDC 2025
At this year’s WWDC 2025, held in Cupertino, Apple’s top executives faced tough questions regarding the company’s artificial intelligence initiatives during a candid discussion with WSJ’s Joanna Stern. As the tech giant strives to cement its position in the AI landscape, the past few years have seen a rocky rollout marked by delays and lackluster features, especially concerning Siri and Apple Intelligence.
Siri: The Delayed Evolution
Kicking off the discussion, Joanna Stern delved into the ongoing challenges Apple has faced with Siri. The voice assistant, once hailed as a groundbreaking innovation, has hit roadblocks that have left users and industry insiders wondering about its future. Craig Federighi, Apple’s software chief, acknowledged the delays and difficulties in advancing Siri’s capabilities. He detailed how the company is reallocating resources to ensure that the next iterations will not only meet but exceed user expectations. Federighi emphasized the importance of building a robust neural network to enhance Siri’s understanding of complex queries and user intent.
Apple Intelligence: A Struggle to Shine
The conversation then shifted to Apple Intelligence, a feature that faced criticism for its underwhelming performance and limited rollout. Greg Joswiak, Apple’s marketing head, defended the application, explaining that the team has been working diligently to refine its functionalities. He recognized that Apple Intelligence has not yet lived up to its promise and reaffirmed the company’s commitment to ongoing improvements. Joswiak underscored that as the tech landscape rapidly evolves, Apple remains focused on creating AI that complements user experience rather than overwhelming them with complexity.
Looking Ahead: Apple’s AI Vision
Concluding the conversation, both executives articulated a forward-looking vision for Apple’s role in AI technology. Federighi outlined a roadmap where increased investments in machine learning and artificial intelligence will play a crucial role. The goal, he suggested, is to create a seamless integration of AI across various Apple platforms, ultimately enhancing everyday tasks and improving user interaction.
As Apple continues its journey into AI, the dialogue at WWDC 2025 highlighted both the challenges and the company’s dedication to overcoming them. With executive commitment and strategic operational shifts, Apple aims to reshape the perception of its AI offerings, starting with a smarter, more responsive Siri.
In a rapidly changing tech landscape, Apple’s future in AI could hinge on how effectively it addresses past missteps, promising a journey worth watching.
Watch the video by The Wall Street Journal
Video “Apple Execs Defend Siri Delays, AI Plan and Apple Intelligence | WSJ” was uploaded on 06/11/2025 to Youtube Channel The Wall Street Journal