Article contents:
- Introduction: Anticipation and potential disappointment
- Apple’s strategy: Hardware first, software later
- Hidden challenges: Why is Apple struggling to develop Siri?
- Relying on partners: Are OpenAI and Google the temporary fix?
- What to expect from AI in iOS 26
- The future of Apple Intelligence: When will the real Siri arrive?
- Conclusion: Patience is key for Apple users
Introduction: Anticipation and potential disappointment
Apple is preparing to hold its big annual event on Tuesday, September 9, where it is expected to unveil its latest devices, headlined by the iPhone 17. While major launch events from companies like Google and Samsung have revolved around new artificial intelligence tools, Apple appears to be taking a different path. The question on everyone’s mind: Will we finally see a new, smarter version of Siri powered by generative AI? Unfortunately, all indicators point to “no.” The tech world would be shocked if the opposite happens.
It is no secret that the Apple Intelligence platform has not yet lived up to expectations, and pressure is mounting on the company to add AI-focused features to its products. Despite a few useful features, the long-awaited AI-powered version of Siri has yet to reach the public.
Apple’s strategy: Hardware first, software later
Apple typically follows a specific release cadence. Every June, it holds Worldwide Developers Conference (WWDC), its major software event where it showcases new features coming to customers in September. This year, Apple unveiled iOS 26, and we are eagerly awaiting its release date. As for the September 9 event, it is dedicated to unveiling hardware, led by the new iPhone.
However, recently, hardware launches from Google and Samsung have heavily focused on new AI tools, putting Apple in a tough spot. The company still appears to separate its hardware and software launch cycles, which may not work to its advantage in the fast-evolving era of artificial intelligence.
Hidden challenges: Why is Apple struggling to develop Siri?
Apple has a troubled history with AI features, especially after the company failed to deliver several Apple Intelligence features promised at WWDC 2024. Since then, reports from outlets like The New York Times and Bloomberg have revealed that Apple is struggling to rebuild Siri with generative AI capabilities, and that the company has fallen far behind competitors like Google and OpenAI in the AI race. Rebuilding a voice assistant from scratch with such complex technologies appears to be a much harder task than anticipated.
Relying on partners: Are OpenAI and Google the temporary fix?
In the meantime, Apple has turned to OpenAI and ChatGPT to power some Siri features. A recent Bloomberg report indicates that Apple is also in talks with Anthropic and Google to help run new Apple Intelligence and Siri features. But by all accounts, “smart Siri” is still under development. Most of these reports suggest that Apple is making early business decisions, not preparing a new Siri for the iPhone 17 launch. In fact, analysts do not expect to see a revamped Siri until at least 2026, likely around the time of WWDC 2026.
What to expect from AI in iOS 26
Despite the absence of the new Siri, Apple is expected to showcase plenty of new AI tools at the event. Technically, Apple could still surprise everyone and announce the revamped Siri, but more likely, we expect to hear about incremental improvements to existing features. Apple confirmed to 9to5Mac that it plans to back Siri using OpenAI’s new GPT-5 large language model. This builds on current features, where you can already log into your OpenAI account on iPhone and have Siri direct certain questions to ChatGPT.
Other Apple Intelligence announcements should include improvements to live language translation on AirPods and iPhones, new photo editing tools, and more advanced Genmoji options. Some of these features were already teased during WWDC 2025 and are supposed to arrive with iOS 26.
The future of Apple Intelligence: When will the real Siri arrive?
It is very clear that Apple is still working on building an entirely new Siri based on generative AI. We have seen plenty of reports highlighting executive team shifts within the company aimed at accelerating AI development. But this type of advancement takes time, and most experts believe the company will finally introduce major AI features in 2026.
Conclusion: Patience is key for Apple users
While Apple’s upcoming event will certainly bring exciting new hardware, those hoping for a revolution in smart assistants should temper their expectations. The new Siri still appears to be a year or more away, leaving Apple in a tough position as it tries to catch up to its AI competitors. For now, Apple users will have to settle for incremental updates and wait for the day Siri truly becomes smart.
Frequently Asked Questions (FAQs)
- Q1: Will Apple announce a new Siri at the September 9 event?
- A1: Highly unlikely. All reports indicate that the new generative AI-powered version of Siri is still under development and will not be ready before 2026.
- Q2: What AI features can we expect?
- A2: We expect improvements to existing Apple Intelligence features, such as enhanced live translation, photo editing tools, and perhaps deeper integration with OpenAI models like GPT-5.
- Q3: Why is Apple lagging in the AI race?
- A3: Apple appears to be facing technical challenges in rebuilding Siri from scratch, alongside its historical tendency to be more cautious in adopting new technologies compared to its competitors.
- Q4: Will Apple use technologies from other companies like Google or OpenAI?
- A4: Yes, Apple is already using OpenAI models to power certain Siri features, and reports indicate it is in talks with Google and Anthropic for future partnerships.
