
Apple's AI Siri relaunch is the most predictable thing at WWDC 2026
We've been here before. Actually, we've been here twice before. And I'm not convinced the third time's the charm.
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I watched Tim Cook take the stage at WWDC on Monday and felt something familiar wash over me. Not excitement, not skepticism exactly, more like the sensation of rewatching a movie you've already seen twice and knowing exactly when the jump scares are coming.
Apple is relaunching Siri. Again.
Now look, I've covered enough tech cycles to know that companies iterate, they improve, they take multiple swings at hard problems. That's fine! That's how progress works. But there's something uniquely Apple about the way this company keeps announcing the same AI assistant like it's brand new, expecting us to forget that we met "the new Siri" back in 2024, and then again when various features trickled out (or didn't) throughout 2025.
The pitch this time, according to Bloomberg, is "the biggest overhaul of Siri in years," featuring a chatbot-style interface and deeper integration across iPhone, iPad, and Mac. Which sounds great until you remember that deeper integration was also the pitch last time. And the time before that.
The 2024 problem
Let me take you back to WWDC 2024, when Apple launched Apple Intelligence with considerable fanfare. "Siri came with a new glowing border, different voice options, and the ability to punt questions to ChatGPT," as The Verge put it. The whole Intelligence bit, the stuff that would actually make Siri smart, was coming soon.
It didn't come soon. It barely came at all. The company's promotion around Apple Intelligence was so misleading they're now settling a class-action lawsuit over it, which is not exactly the legacy you want for your big AI push.
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