Apple shares AAPL rose 1.62% in trading on Monday ahead of the company's Worldwide Developers Conference (WWDC) 2026, where a significantly upgraded Siri digital assistant and a broader push into artificial intelligence are expected to headline the event. The annual developer conference, held at Apple's Cupertino, California, headquarters, comes at a pivotal moment as the tech giant seeks to reassure investors that its AI strategy can compete with rivals that have invested heavily in the space.
According to reports, Apple is preparing to unveil a more conversational and context-aware Siri, capable of handling multi-step tasks and interacting naturally across apps and services. Bloomberg reported that refreshed operating systems for iPhone, iPad, Mac, Apple Watch, Apple TV, and Vision Pro will also be introduced, with investors looking for clues about future hardware like a foldable iPhone, Apple Glasses, and a MacBook Ultra. UBS analyst David Vogt expects an AI-powered Siri that understands personal data and on-screen content, alongside a standalone Siri app supporting text, voice, and attachments. iOS 27 is anticipated to include natural language Shortcuts, a writing assistant, and a redesigned notification system.
Apple Intelligence takes center stage
This year’s WWDC is viewed as Apple's second major attempt to outline its AI ambitions after last year’s Apple Intelligence launch, which failed to trigger an iPhone upgrade cycle and saw a delayed Siri rollout. MoffettNathanson noted the key question is whether a better Siri justifies Apple’s current valuation. Meanwhile, portfolio manager John Belton emphasized the need for Apple to show it is not behind in AI and has a game plan. Analysts remain optimistic: Bank of America reaffirmed a $380 price target with a Buy rating, and Wedbush maintains a $400 target, arguing a revamped Siri could be central to Apple's AI-driven services growth. Apple is leveraging partnerships—using OpenAI’s ChatGPT and planning to integrate Google’s Gemini for next-gen Apple Foundation Models—highlighting its focus on the “trusted interface” rather than owning the best frontier model.
Apple is also expected to introduce an AI agent integration with the App Store, allowing users to delegate tasks like booking reservations or controlling smart home devices. A new “Visual Intelligence” section in the Camera app will feature a dedicated Siri mode, using Google Image Search for object identification. The Photos app will gain AI-powered scene recommendations, object removal, and natural language editing. Additional updates include higher-quality image generation in Image Playground, a bill-splitting feature in Wallet, and the ability to create digital passes from physical items. These initiatives signal Apple’s commitment to embedding AI deeply across its ecosystem, crucial as it faces competition from Google, Microsoft, and OpenAI.
