Apple has made another push into artificial intelligence, unveiling a refreshed AI strategy for the iPhone at its annual Worldwide Developers Conference, this time leaning on Google to supply key technology behind the upgrade.
The presentation also carried a personal tone as Apple chief executive Tim Cook made what is expected to be his final appearance at the event before handing leadership over to longtime executive John Ternus in September. Cook, who has led the company since 2011, became visibly emotional as he addressed developers and staff, describing his time at the helm as deeply meaningful.
Apple had first introduced its AI ambitions at the same conference two years ago under the Apple Intelligence initiative, as pressure mounted for the company to keep pace with rivals racing ahead in generative AI. However, that rollout faced delays, with major promised upgrades to Siri failing to materialise on schedule, a situation that later led to legal complaints from some users in the United States.
Despite the setbacks, Apple has taken a more cautious approach compared to competitors, a strategy that some analysts say has helped it avoid the massive infrastructure spending seen elsewhere in the tech industry. The company reinforced that position at the latest event, stressing that its focus remains on getting the technology right rather than rushing deployment.
Craig Federighi, Apple’s software chief, said in a presentation video that artificial intelligence carries major responsibility alongside its potential benefits, noting that the company is focused on building tools that prioritise user needs rather than chasing rapid expansion for its own sake.
A major highlight of the update is a more advanced version of Siri, now described as Siri AI, which is designed to respond more naturally and handle tasks across different apps such as Maps and Mail. These upgrades are expected to make the assistant more context aware and capable of managing more complex user requests.
Some features, including image generation tools, will come with daily usage limits due to the heavy computing power required on Apple’s servers. The company also confirmed that the new Siri AI will not be available immediately in Europe and China as regulatory discussions continue.
Industry observers note that several of the new features mirror capabilities already available through Google’s own AI products, including its Gemini system, which is integrated into services like Gmail and Maps on Android devices.
Rather than building all systems internally, Apple is now working with Google to power parts of its AI rollout, using a version of the Gemini model to support new functions. The two companies already maintain a long standing partnership, with Google paying significant sums annually to remain the default search engine on Safari.
Apple also used the event to highlight expanded parental control features, as global scrutiny increases over child safety and screen time across digital platforms. The new tools are designed to give parents more control over usage limits, particularly for social media and gaming applications.
Even with its slower entry into the AI race, Apple’s market performance has remained strong. The company’s shares have continued to rise over the past year, and iPhone sales recorded double digit growth in multiple regions during the first quarter.
Analysts say Apple’s latest move signals a more deliberate but strategic push into artificial intelligence, focusing on integration rather than speed, as competition across the tech industry continues to intensify.
