Apple’s Siri Overhaul Feels Like Panic Mode In The AI Arms Race

Apple’s latest foray into artificial intelligence marks a dramatic pivot as it attempts to stay relevant in the rapidly evolving AI landscape. During its June quarter earnings call, the tech giant highlighted its aggressive efforts to embed generative AI across its ecosystem. Tim Cook announced a slate of AI-powered features, including a more personalized Siri, live translation, and on-device foundation models under the Apple Intelligence brand. While the updates sound promising, the timing of Apple’s AI push is raising eyebrows across the industry. At WWDC, Apple also showcased an AIinfused redesign dubbed Liquid Glass, now rolled out across all platforms. However, despite the marketing gloss, observers see the company playing catch-up—especially as rivals like Google and OpenAI cement dominant positions in search and conversational interfaces. A rumored AI-powered search tool for Siri could be Apple’s late bid to regain control over user engagement, but many question if the effort is too little, too late.