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.

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

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.

On-screen Visual Intelligence: After taking a screenshot, users can analyze the on-screen content using Apple Intelligence and take actions, such as searching for similar products to purchase, adding an event to their calendar, or asking ChatGPT for more info about what’s shown.

Apple CEO Tim Cook (L) and Senior Vice President of Software Engineering Craig Federighi greet the audience during the Worldwide Developers Conference on June 09, 2025 in Cupertino, California. The annual conference, which runs through June 13, includes design and fuctionality announcements for Apple's various products.

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.