Apple's cautious approach to artificial intelligence may have left it trailing behind in the generative AI race, according to Bloomberg's Mark Gurman. The company, known for its precision and secrecy, reportedly hesitated to prioritize AI due to concerns over its lack of clear direction and measurable results.

Senior software executive Craig Federighi is said to have led this reluctance, believing AI didn't meet Apple’s usual standards for maturity and vision. While rivals raced ahead with bold AI strategies, Apple remained on the sidelines—until now, as it scrambles to catch up before WWDC 2025.

Siri Rumored to Take a Backseat at WWDC 2025 https://t.co/p9wyDG5rge pic.twitter.com/8rhYDlPjId — MacRumors.com (@MacRumors) May 19, 2025

Apple is expected to take a measured approach at WWDC 2025, focusing on enhancing existing Apple Intelligence features rather than debuting major AI upgrades, according to a Bloomberg report. The company is working on at least two new features set to launch with iOS 19, indicating a focus on incremental improvements rather than sweeping changes.

One of the anticipated features is an AI-powered tool that estimates how long it will take to fully charge an iPhone. Another is a virtual health coach within the Health app that leverages Apple Watch data and other inputs to deliver personalized health insights. These additions signal Apple’s intent to deepen AI integration in practical, user-centric ways.

iOS 19 is coming! 🎉 Apple is expected to announce the latest iPhone software during WWDC 2025 (June 9-13). The update will likely expand Apple Intelligence features to catch up with AI rivals like Google and OpenAI. Think smarter Siri, enhanced on-device processing, pic.twitter.com/TabVwyKxsW — Apple Hub 🍎 (@IHateappl) May 20, 2025

Despite ongoing efforts to develop a more advanced Siri, Apple reportedly plans to market Siri and Apple Intelligence as separate entities. After delays in delivering promised features last year, the company is said to be more cautious with early announcements, revealing new capabilities only when they’re nearly ready for release.

At WWDC 2024, Apple had introduced a range of AI features—such as Genmoji, Writing Tools, and Clean Up in Photos—but the headline upgrade, an AI-enhanced Siri, has yet to reach users. Reports now suggest that these more ambitious AI features won’t arrive until 2026. As Apple trails competitors like Google, Microsoft, and OpenAI in the AI race, all eyes will be on its next moves when WWDC 2025 kicks off on June 9.