In March, Apple delayed its upgraded Siri, saying that “it’s going to take us longer than we thought to deliver” the promised features. At WWDC this week, Apple’s SVP of software Craig Federighi and SVP of worldwide marketing Greg Joswiak shared more details about the decision to delay in an interview with The Wall Street Journal’s Joanna Stern.

Marketing head Greg Jozwiak and software chief Craig Federighi share some familiar arguments about Apple Intelligence, Siri's place in it, and how they aren't technically in the same AI race.

A year after last year’s conference, major Siri features are still missing. The company’s head of software and head of marketing say why they aren’t worried.

This makes adding AI to an app absurdly easy. The bulk of the effort is in authenticating the app's right to access the AI. Then the app just sends a prompt as an API parameter, and the AI returns either plain text or structured text as a response.

At WWDC, Apple said it still needs time to develop its more advanced version of Siri. It’s another sign that shift to AI is unfolding differently from how other major technological advancements have played out,

Although the company continuously referenced Apple Intelligence and pushed new features like live translation for Messages, FaceTime, and phone calls, Apple’s AI assistant was barely mentioned. In fact, the most attention Siri got was when Apple explained that some of its previously promised features were running behind schedule.

If you thought Apple Inc.’s artificial intelligence woes in the US were bad, just know that they could actually be worse. Look at China. The AI iPhone features haven’t even arrived on the mainland. And those holding their breath for an update at this week’s Worldwide Developers Conference were again let down.

The next major Apple Watch software update is watchOS 26, and it will introduce a Workout Buddy feature designed to help motivate you to exercise. But will it work?