Apple’s big developer summit is a Silicon Valley institution. The company has been hosting it every year since 1983, and in more recent years the events have become a fixture of the tech hype machine — a chance for Apple to show off its latest software to investors and the folks who build apps for those products.

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.

Apple Intelligence was designed to leverage things that generative AI already does well, like text and image generation, to improve upon existing features.

Apple software chief Craig Federighi confirmed Monday that promised artificial intelligence upgrades to Siri have been delayed, saying the company needs more time to meet quality standards before launching the features in iOS 26.

In 2023, Apple unveiled a mixed-reality headset that has been little more than a niche product, and last year WWDC trumpeted its first major foray into the AI craze with an array of new features highlighted by the promise of a smarter and more versatile version of its virtual assistant, Siri.

A new report reveals Apple’s Siri upgrade is plagued by bugs, delays, and internal leadership issues, leaving it years behind AI rivals like Google and OpenAI.

A prime example is Microsoft Recall, a feature meant to record the user's screen and index the information to make it searchable with AI. It was announced in May 2024 and initially supposed to be released to the public in June 2024, but was delayed several times for privacy reasons, finally launching in preview in April 2025.