Apple Unveils AI-Powered Siri as Tim Cook Bids Farewell

Apple has unveiled a major artificial intelligence overhaul of Siri, introducing a more advanced and personalised digital assistant as Chief Executive Officer Tim Cook prepares to leave office later this year.

The announcement was made during Apple’s Worldwide Developers Conference (WWDC), where the company showcased what it described as a new era for Siri and its broader AI ecosystem.

The upgraded Siri will feature deeper integration across Apple devices and applications, enhanced contextual understanding, image recognition capabilities and improved conversational interactions.

Apple said the new assistant would leverage previous user interactions, visual content and broader knowledge sources to provide more personalised assistance.

Senior Vice President of Software Engineering Craig Federighi said Apple’s approach to artificial intelligence prioritises usefulness and privacy rather than pursuing AI innovation for its own sake.

The company also announced expanded child safety features, including stronger parental controls and automatic detection of inappropriate content sent to children’s devices.

The conference carried additional significance as it marked Tim Cook’s final WWDC keynote before stepping down as CEO in September after 15 years at the helm.

Cook, who succeeded co-founder Steve Jobs, received a standing ovation from developers and employees, describing his tenure as “the honour of a lifetime.”

His successor, John Ternus, is expected to lead Apple through its next phase of competition in the rapidly evolving AI industry.