In March, Apple delayed its upgraded Siri, saying that “it’s going to take us longer than we thought to deliver” the promised features. At WWDC this week, Apple’s SVP of software Craig Federighi and SVP of worldwide marketing Greg Joswiak shared more details about the decision to delay in an interview with The Wall Street Journal’s Joanna Stern.

Marketing head Greg Jozwiak and software chief Craig Federighi share some familiar arguments about Apple Intelligence, Siri's place in it, and how they aren't technically in the same AI race.

At WWDC, Apple said it still needs time to develop its more advanced version of Siri. It’s another sign that shift to AI is unfolding differently from how other major technological advancements have played out,

The Verge’s new senior AI reporter, Hayden Field, noticed we didn’t hear the name of Apple’s assistant very much during the WWDC 2025 keynote on Monday. Even as presenters discussed opening up Apple Intelligence to third-party developers and new AI features for other apps,

Striking a balance between speed and caution, and ambitious and realistic is difficult. Apple may have just nailed it.

Apple’s big developer summit is a Silicon Valley institution. The company has been hosting it every year since 1983, and in more recent years the events have become a fixture of the tech hype machine — a chance for Apple to show off its latest software to investors and the folks who build apps for those products.

Apple Intelligence was designed to leverage things that generative AI already does well, like text and image generation, to improve upon existing features.

Apple software chief Craig Federighi confirmed Monday that promised artificial intelligence upgrades to Siri have been delayed, saying the company needs more time to meet quality standards before launching the features in iOS 26.