Bloomberg's lead Apple reporter sees a potential turning point after months of missed deadlines and internal turmoil over Siri's AI overhaul
For much of 2025, Apple’s AI ambitions have looked less like a moonshot and more like a stumble in the dark. Now, according to Bloomberg’s Mark Gurman, the company’s self-inflicted AI crisis is finally showing signs of relief. The shift centers on a significant redesign of Siri and broader AI capabilities expected in iOS 27, developments that Gurman frames as a potential turning point after a stretch of delayed features, missed internal deadlines, and growing criticism that Apple had fallen behind competitors like OpenAI and Google.
From crisis mode to cautious recovery #
Gurman has spent much of 2025 chronicling what he’s characterized as a full-blown “crisis” inside Apple’s AI division. The core problem: Apple Intelligence, the suite of AI features the company began rolling out, consistently underdelivered. Siri’s long-promised overhaul kept slipping. Features that were supposed to ship didn’t.
Apple has set an internal deadline of spring 2026 for delivering its delayed Siri AI upgrade. WWDC 2026, scheduled for June 8, 2026, is expected to serve as the public showcase for a revamped Siri alongside enhanced AI capabilities baked into the next version of iOS.
Pre-WWDC reporting has framed the event as Apple’s chance at an “AI turnaround,” a phrase that carries real weight when you consider Apple has faced sustained criticism over its AI performance since 2024.
The revamped Siri reportedly promises improved conversational abilities, expanded functionalities like photo editing, and deeper app integrations.
What this means for investors and the competitive landscape #
Investor reactions to Apple’s WWDC 2026 AI updates have been described as mixed-to-positive. The mixed element of the reaction reportedly stems from investors focusing more on hardware and service enhancements than on new AI models.
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