Apple is set to unveil its next AI push at the WWDC developer conference in Cupertino on Monday. The company will finally roll out the delayed Siri upgrade, promising a more conversational assistant that adapts to individual routines and contacts. The reveal follows a rocky rollout of Apple Intelligence last year.

Unlike Google or Meta, Apple is not reorganizing around AI nor pouring billions into the field. Its partnership with Google generates roughly $20 billion each year for default Safari search, underscoring a reliance on existing revenue streams. Instead, it leans on its ecosystem, embedding intelligence into devices rather than making it the centerpiece. Analysts note the approach mirrors Apple’s habit of polishing hardware with software upgrades.

Apple’s AI strategy will be tested by consumer expectations after the Siri debacle, where a feature was disabled and the upgrade postponed for quality concerns. If the new assistant delivers on personalization promises, it could reinforce Apple’s premium pricing power across iPhone, Mac and wearables markets.

Tim Cook will hand the CEO baton to hardware chief John Ternus later this year, adding leadership change to the AI rollout pressure. Ternus has insisted Apple wants users to forget the underlying AI, focusing instead on seamless, everyday experiences that drive hardware sales.