Apple’s big AI play is looking less promising

The new-and-improved Siri will prompt a glowing ring around the device when activated, and will allow users to type their queries. Bloomberg’s Mark Gurman said it’s a “nice upgrade” from the Siri we’ve all become familiar with over the past decade or so.

Other than the Siri tweaks and the Writing Tools that can proofread or rewrite text, Gurman said there wasn’t much there that would prompt an iPhone 14 Pro owner to upgrade to an iPhone 15 or 16.

Analysts have backed Apple’s steps into AI, but the tech giant is still behind competitors. While the full capability of Apple Intelligence won’t be available until 2025, Samsung and Google customers already have impressive AI features on their devices.

If a golden upgrade cycle is truly on the horizon, Apple will have to rely on its loyal user base and meet the lofty expectations for Apple Intelligence.