Apple is set to relaunch Siri with artificial intelligence this week, turning to Google’s Gemini system at the Worldwide Developers Conference that begins Monday. The company is trying to recover lost ground in the AI sector after years of delays and unfulfilled promises surrounding its Apple Intelligence initiative. The enhanced version of the virtual assistant was first announced back in 2024 but has yet to reach consumers as originally planned. Now, Cupertino is repositioning its strategy with external help from a major rival.
Delays and Legal Fallout
The revamped Siri was initially unveiled during WWDC 2024, featuring a fresh design, additional voice options, and integration with ChatGPT. However, the advanced artificial intelligence capabilities touted as future updates never arrived on schedule. This situation triggered negative repercussions for the iPhone maker, culminating in an agreement to resolve a class action lawsuit related to the promotion of features that were never delivered. The case exposed the fragility of the company’s promises in the AI field.
The Class Action Settlement
The litigation involved consumers who claimed they were misled by advertisements for Apple Intelligence features that never materialized. Apple opted for an out-of-court settlement to end the dispute, avoiding a public trial. While the financial terms were not disclosed, the episode tarnished the brand’s reputation, known for its reliability. For the company, WWDC 2026 represents a chance to turn that page.
Google Partnership as a Strategic Pivot
The next generation of Siri is expected to use Google’s Gemini AI system in some capacity. This partnership places Apple in a different position compared to other tech giants that invest directly in building large-scale AI infrastructure. While competitors like Google already offer more sophisticated automation and assistance features, Apple is relying on external collaboration to accelerate its offering. The decision also reflects a pragmatic strategy given its internal delays.
Image Benefits for Apple
This approach could yield public perception benefits for the Cupertino company. As tech firms face criticism over the expansion of massive data centers, Apple would remain more distant from those debates, even while maintaining commercial agreements with Google. The move allows the brand to focus on its historical strength: seamless integration between hardware and software. Still, dependence on a rival raises questions about control over the user experience.
Privacy and Ecosystem Expansion
Privacy is another topic expected to receive attention during WWDC. The expectation is that Apple will once again highlight Private Cloud Compute, a technology presented as a way to process information while maintaining a security level similar to data stored directly on the device. There is also the possibility that Siri will gain options to automatically delete conversations after a set period, instead of storing that information by default. This move would reinforce the company’s narrative of putting users in control of their data.
According to Bloomberg, the new Siri is expected to appear in more areas of Apple’s ecosystem. Potential locations mentioned include the Dynamic Island, the Photos app, and even a dedicated application for the assistant. If confirmed, Siri would shift from being primarily a tool for simple tasks like setting alarms and timers to occupying a more central position in the user experience. The expansion of the assistant’s presence signals a paradigm shift within the company.