Apple to spotlight AI progress at WWDC 2025 while pulling focus away from Siri

As WWDC 2025 approaches, Apple appears set to shift attention away from Siri and toward broader improvements under its Apple Intelligence umbrella. According to Bloomberg’s Mark Gurman, the company will emphasize new AI-driven features during its keynote, including tools aimed at optimizing battery life and introducing a digital health coaching experience for users.

While Apple previewed ambitious upgrades for Siri last year—such as better contextual understanding and support for multi-step actions—those enhancements are reportedly still in development and unlikely to receive significant stage time. The company is instead distancing the Apple Intelligence brand from Siri in its messaging, wary that Siri’s legacy of mixed performance could dilute enthusiasm around its newer AI efforts.

One of the more notable updates expected is the integration of Google’s Gemini as an optional AI model alongside ChatGPT within Apple’s ecosystem, offering users more flexibility when interacting with AI services. Apple is also investing heavily in improving the reliability of its AI-generated content. Teams across the U.S. and Europe are reportedly reviewing AI summaries to assess accuracy, as the company aims to refine system output without compromising user privacy.

Part of Apple’s approach includes using synthetic data shaped by general language patterns from iPhones—not personal user data—to train its models more effectively. This strategy helps ensure real-world performance while maintaining Apple’s strict privacy standards.

WWDC 2025 kicks off on June 9, with Apple expected to debut iOS 19, macOS 16, and other key software updates, all while signaling the next phase in its evolving AI strategy.