Hopes for a revitalized, AI-powered Siri were dashed at Apple’s latest event, as the company confirmed the virtual assistant’s major overhaul is still a year away. Instead of showcasing breakthroughs in artificial intelligence, the “awe-dropping” event was a masterclass in hardware refinement, led by the launch of the ultra-thin iPhone Air.
The absence of a new Siri was a significant omission, especially after an unfulfilled promise from last year’s event. In a recent earnings call, CEO Tim Cook stated the company was “making good progress on a more personalized Siri,” but its non-appearance reinforces the view that Apple is trailing competitors like Google in the AI assistant space. Reports suggest Apple may even partner with Google to use its Gemini AI models to power the future Siri.
With AI on the back burner, Apple’s engineers focused on what they do best: hardware. The 5.6mm iPhone Air, priced at $999, is a testament to their skill, offering a slim yet durable titanium body. The entire iPhone 17 range received practical upgrades, including better cameras with a new dual-filming feature, faster processors, and more storage.
Similarly, the new AirPods Pro 3 and Apple Watch Series 11 delivered tangible improvements—live translation and hypertension monitoring, respectively—rather than a leap into generative AI. For now, Apple users will get beautifully crafted devices, but will have to keep waiting for a truly next-generation intelligent assistant.