A New Era for Apple: Siri AI and Enhanced Safety Features
Apple has taken a significant step forward in its digital assistant capabilities, unveiling a new version of Siri that promises to deliver a more advanced artificial intelligence experience. This update is part of broader changes aimed at improving trust and safety features, particularly for younger users.
The announcements were made during the company’s annual Worldwide Developers Conference (WWDC), which marked Tim Cook’s final appearance as CEO before he steps down in September after 15 years at the helm. Cook will be succeeded by John Ternus, who has been a key figure at WWDC but did not take the stage during the main keynote address on Monday.
Siri’s AI Makeover
Apple’s introduction of Siri AI comes in response to growing concerns that the company has lagged behind competitors in the AI space. The new version of Siri is designed to work seamlessly across Apple products and apps, and it will be accompanied by a new app similar to those offered by OpenAI and Anthropic.
The updated Siri will leverage a user’s past interactions, image recognition, and broad-world knowledge to provide a more capable and conversational experience. Craig Federighi, Apple’s senior vice president of Software Engineering, emphasized the importance of creating AI that is centered around the user’s needs rather than just focusing on technology for its own sake.
“We believe that truly helpful AI must be centered around you and your needs,” Federighi stated. He also highlighted that privacy would be a priority throughout the development process.
While Apple Intelligence already includes writing tools and image editing features, the company has been slow to roll out its improved Siri. Industry analyst Ben Wood from FDM CCS Insight noted that Apple had to address its shortcomings in AI, and WWDC provided some answers. However, he added that the real test will be whether users find the new capabilities meaningful in their everyday lives.
A beta version of Siri AI will be available later this year for supported devices set to English, though it will not be available in the EU. Apple explained that EU regulators have not accepted any of its proposed solutions to bring Siri AI to the region while maintaining support for other virtual assistants.
In addition, Apple recently partnered with Google to develop Apple Foundation Models based on Google’s Gemini models and cloud technology.
Trust and Safety Initiatives
Apple has also introduced updates to its trust and safety features as part of the iOS 27 rollout. One of the key changes is the expansion of the “ask” feature, which allows parents to control who their children can communicate with, requiring approval before they can speak with unknown individuals.
The company will automatically censor images sent to a child’s device if they are flagged as potentially inappropriate for sexual or violent content. Federighi described these tools as powerful and easy to use, allowing parents to manage what kids see, who they talk to, and when they have access.
Despite these efforts, Apple has faced criticism from some child safety advocates for not doing enough to protect young users. A small group of protesters gathered outside the event to criticize Apple’s approach to child safety in its App Store.
Sarah Gardner of the HEAT Initiative chained herself to a tree in front of the Apple visitors centre, demanding that Apple remove all “nudification” technology from its App Store. She also called for the removal of child sexual abuse material (CSAM) from iCloud, citing that Apple has generated over $177 million from sexually explicit AI deepfake apps.
Apple has not yet responded to these allegations. Earlier in the day, Sir Keir Starmer, the UK’s Prime Minister, called for tech companies like Apple and Google to block access to naked images on smartphones for anyone under 18.
Cook’s Final Keynote
Tim Cook’s appearance at WWDC marked his final keynote as CEO, a role he took over after Steve Jobs stepped down due to health reasons. Cook has led Apple for 15 years, and during the event, he received a standing ovation from thousands of employees and developers.
“I’ve never seen so many iPhones before!” Cook joked. He also expressed emotional moments as he bid farewell to the audience.
“I’ve loved hearing your stories and hearing how you’re enriching the lives of so many people around the world,” he said. Cook thanked the Apple staff for their imagination and ingenuity, calling it an “honour of a lifetime” to serve as head of the company.
John Ternus, Cook’s successor, did not appear during the main keynote but was seated in the front row next to Cook during a media briefing. On Sunday evening, Ternus greeted attendees at a welcome reception, which analysts suggest served as a coming-out party for him.
Francisco Jeronimo, VP for data and analytics at IDC EMEA, noted that WWDC 2026 gives Ternus a strategic opportunity to focus on more personal devices, contextual software, intelligent services, and tighter integration between silicon, hardware, and AI.
“If Apple delivers the experience with the reliability, elegance, and trust users expect, this could be remembered as the moment Siri and Apple Intelligence moved from the background of Apple’s ecosystem to the centre of its future.”
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