Apple Unveils Smarter Siri and Privacy-Focused AI Features at Tim Cook's Final WWDC

Apple unveiled a major expansion of its artificial intelligence capabilities at its annual Worldwide Developers Conference (WWDC) on Monday, introducing a significantly upgraded Siri assistant and a range of new AI-powered features as it seeks to close the gap with rivals in the rapidly evolving AI race.

The event also marked the final WWDC appearance of CEO Tim Cook , who will step down in September after 15 years at the helm and hand leadership to longtime Apple executive John Ternus .

At the conference, Apple placed privacy at the center of its AI strategy, emphasizing practical, everyday applications rather than standalone AI chatbots or futuristic "superintelligence" systems. Software chief Craig Federighi said Apple aims to build AI that is integrated into products people already use, rather than pursuing AI for its own sake.

The company showcased an enhanced version of Siri , describing it as a "much more capable assistant" that can understand context across apps and devices. Demonstrations showed Siri helping users organize events, gather recipes from messages and the web, send invitations, and perform tasks across Apple's ecosystem.

Apple also introduced visual intelligence features that allow Siri to analyze what users see through their device's camera or on-screen content. The assistant can identify objects, provide information about food, and answer practical questions such as whether luggage meets airline carry-on requirements.

The updates are part of Apple Intelligence , the company's AI platform first announced in 2024. Apple said the system combines on-device processing with private cloud computing and now incorporates Google's Gemini AI model for certain capabilities while maintaining strong privacy protections.

Other WWDC highlights included improvements to Apple's AI-powered photo-editing tools, including spatial reframing , which enables users to adjust image composition after a photo has been taken. Apple also announced that a standalone Siri AI app will launch later this year, although it will initially be unavailable in Europe and China due to regulatory issues.

The announcements come at a pivotal time for Apple, which has faced criticism for delays in rolling out AI features. As Cook prepares to leave after overseeing more than $4 trillion in market value growth , the company is betting that its privacy-first approach can help it compete in the next era of artificial intelligence.