Apple's big Siri update is here. Now the real challenge begins

Apple’s Siri AI marks the company’s most significant upgrade in years, with a beta rollout planned later this year and a focus on operating apps, analyzing iPhone screens to answer questions, and weaving personal context into responses. The update aims to drive iPhone upgrades, bolster services revenue, and power new product categories, as Apple seeks to close the AI gap with rivals. Analysts remain cautious about monetizing AI, with Barclays calling the path clearer but a long-term effort, while OpenAI and Anthropic chase public listings. Siri AI will be available on devices as old as the iPhone 15 Pro, launched in 2023, though Bloomberg Intelligence notes many iPhones in use still lack Apple Intelligence support.