Apple on Monday debuted a next-generation version of its Siri personal assistant, called Siri AI, at its Worldwide Developer Conference, alongside enhancements to its Apple Intelligence platform. Senior vice president of software engineering Craig Federighi framed Apple's offerings as more purposeful than competitors' AI, focusing on mainstream users rather than AI power users. IDC analyst Francisco Jeronimo stated that consumers are more interested in what AI can do for them, and that "the winning AI experience for consumers will not be the loudest or most technically complex." During a demonstration, Apple's vice president of Siri engineering, Mike Rockwell, showed how Siri AI can understand personal context by pulling data from the Messages app without opening it, answering questions like "What is everyone bringing to the barbeque?" and providing drink pairings. However, Google's Gemini AI can perform similar actions on Pixel and Samsung Galaxy devices. Jeronimo noted that "this is therefore a high-stakes year for Apple," as the company previously showed off AI features at WWDC 2024 only to delay many of them.