Apple's software engineering chief Craig Federighi and marketing chief Greg Joswiak went on a WWDC 2025 media tour this week. The pair

The lack of a Siri upgrade at WWDC 2025 creates a potential "intelligence gap" with competitors and puts pressure on Apple's future AI strategy.

Apple originally planned to release the upgraded Siri in the fall alongside the iPhone 16 lineup, Bloomberg says. In reality, Apple’s initial Apple Intelligence features – which, for Siri, only included a new design – didn’t launch until more than a month after those phones came out.