Apple's annual Worldwide Developers Conference keynote unveiled a major AI overhaul, including the long-awaited Siri AI. It was also Tim Cook's final WWDC as CEO; he passes the reins to John Ternus in September.
Cook received a standing ovation, telling the audience, "The energy around Apple platforms has never been stronger."
Siri AI will be available across Apple devices, analyzing on-screen content and drawing from personal device data to answer queries. Apple emphasized privacy and practical, everyday utility, positioning Siri as a "much more capable assistant."
Features include creating menus from web recipes and text messages, identifying objects via the camera (e.g., nutritional info of food), and visual intelligence that can check if a backpack fits airline carry-on rules.
Apple software chief Craig Federighi criticized competitors pursuing "AI for the sake of AI," asserting Apple's focus on user-centric, privacy-respecting integration. Apple is partnering with Google for underlying AI models.
Enhancements to AI photo editing include spatial reframing, allowing post-capture frame adjustments. A standalone Siri AI app launches later this year, but not initially in Europe or China due to regulatory issues.
Cook, whose tenure saw Apple's market value soar by over $4 trillion, called his time "the honor of a lifetime," adding, "I truly believe the best is still ahead."