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Siri’s AI Upgrade May Not Land Until Spring 2026—Is Apple Already Too Late?

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Siri’s AI Upgrade May Not Land Until Spring 2026—Is Apple Already Too Late?

Apple’s long-awaited Siri overhaul—powered by Apple Intelligence—won’t hit your iPhone until at least spring 2026, according to a new report from Bloomberg’s Mark Gurman. That puts its release nearly two years after it was originally teased and raises a serious question: by the time it finally arrives, will anyone still care?

Slated to launch with iOS 26.4, the revamped Siri is expected to finally bring on-screen awareness and personal context—two features competitors like Google Gemini and ChatGPT already offer today. While Apple showcased flashy updates at WWDC 2025, including the new "Liquid Glass" interface and upgraded writing tools, the most transformative AI experience—the smarter, more useful Siri—remains vaporware.

Let’s be honest: in the rapidly moving world of AI, 10 months might as well be 10 years. If Apple doesn’t deliver a truly exceptional upgrade, it risks watching users migrate to more advanced alternatives. "AI for the rest of us" was the promise—Apple now has until spring 2026 to prove it’s more than just a marketing line.

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Dana Nemirovsky
Dana Nemirovsky
Author — Senior CopywriterBrand Vision Insights

Dana Nemirovsky is a senior copywriter and digital media analyst who uncovers how marketing, entertainment, technology, and cultural trends shape the way we live and consume. At Brand Vision Insights, Dana has authored in-depth features on major brand players, while also covering global economics, lifestyle trends, and digital culture. With a bachelor’s degree in Design and prior experience writing for a fashion magazine, Dana explores how media shapes consumer behaviour, highlighting shifts in marketing strategies and societal trends. Through her copywriting position, she utilizes her knowledge of how audiences engage with language to uncover patterns that inform broader marketing and cultural trends.

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