Apple Shows AI Siri and Investors Aren’t Impressed

Apple unveiled its long-awaited Siri AI Monday (June 8), saying in a press release that the artificial intelligence-powered personal assistant can answer questions from the web and surface relevant information from the user’s personal messages, emails and photos.

“With access to broad world knowledge for up-to-date answers on virtually any topic, along with onscreen awareness and personal context understanding, Siri AI can help users take action across apps more naturally than ever,” Craig Federighi, senior vice president of software engineering at Apple, said in a Monday press release.

Siri AI can extend its personal context understanding to third-party apps when developers integrate with Spotlight; can use its onscreen awareness to answer questions about content on a user’s screen; and can be queried from anywhere across the system, according to the release.

A new dedicated Siri AI app privately syncs conversational history across a user’s devices so that a chat begun on one device can be continued on another, while an integration with the Camera app on iPhone enables Siri AI to see what the user sees in the real world and answer questions about it, the release said.

“Siri AI will be available as a beta later this year for users with a supported device set to English, and Apple will quickly expand support for more languages,” the company said in the release.

Apple stock fell about 5% from its afternoon peak, finishing down almost 2% for the day.

PYMNTS reported in December that Apple revamped its AI leadership amid Siri delays. The shakeup came as the company raced to shore up its Apple Intelligence roadmap and Siri’s AI makeover after a year of delays, glitches and senior departures.

Apple said in another Monday press release that it will not ship Siri AI in the European Union with the release of iOS 27 and iPadOS 27 and that it does not know when it will be able to do so. However, the company will offer EU users access to Siri AI on macOS 27, visionOS 27 and watchOS 27, according to the release.

Apple said in the release that it is not yet making Siri AI available on the other operating systems because EU regulators would require the company to give any virtual assistant access to users’ private data, without the company’s privacy and security protections. The company said that would create a “serious risk” for users.

“Our hope is to eventually bring AI to the EU, and we will continue to engage with EU regulators on a path forward,” Federighi said in the release.