Apple shares fell by 1.89% yesterday to USD 301.54 following the presentation of a new version of its Siri voice assistant. The market did not receive the presentation with enthusiasm. Investors saw a company trying to make up for lost time in the artificial intelligence race rather than one setting the direction for the entire industry.
Apple’s first major announcements concerning Apple Intelligence appeared as early as 2024, but since then many solutions have either been delayed or have failed to function as expected. At the same time, customers have become used to tools from OpenAI, Google and Anthropic, often outside the Apple ecosystem. That is why the key question today is no longer only when Apple will show its own AI solutions. More important is whether the company has genuinely fallen behind, or whether it is deliberately allowing competitors to spend enormous sums on infrastructure and model development before entering the race with a product better suited to everyday users.
During its WWDC conference, Apple presented an entirely new AI-powered Siri. It is intended to be a much more advanced voice assistant than the current version, which for years has been regarded as one of the weakest elements of the company’s ecosystem. The new Siri is expected to use personal information stored on the phone, such as notes, calendar entries and messages. It is also supposed to understand content displayed on the screen, carry out more complex commands and use data from the internet. It will also receive its own application and an interface similar to today’s AI chatbots.
For Apple, however, the stakes are much higher than simply improving Siri. The company wants artificial intelligence to become one of the main reasons for users to replace older iPhones with new models. In the autumn, Apple is planning to launch the iPhone 18 Pro and its first foldable iPhone. Both devices are expected to be promoted largely through the prism of AI features.
Investors Reacted Coolly to the Presentation
The reaction from investors after the presentation was muted. The 1.89% fall in the share price shows that the market still values the strength of Apple’s core business, but is increasingly focused on the pace at which the company is entering the world of artificial intelligence. AI may be the most important technological shift of this decade, and Apple does not currently look like the leader in this race.
Investors therefore have legitimate doubts about whether the company will be able to quickly narrow the gap to OpenAI, Google and Anthropic. This is especially true given the challenges surrounding the development of the new Siri.
For the market, this is an ambiguous signal. On the one hand, it shows pragmatism. Apple does not have to build every element of its AI infrastructure from scratch if it can use ready-made technology and deliver a product to users more quickly. On the other hand, it raises the question of whether the company already has its own artificial intelligence models capable of genuinely competing with market leaders.
It is worth remembering, however, that Apple has long operated differently from typical technology companies racing to be first. This year, the company will spend only USD 14 billion on the development of artificial intelligence. That is modest compared with the enormous infrastructure spending of other technology giants, which are allocating hundreds of billions of dollars to data centres and AI model development. Apple is choosing a less capital-intensive model. It wants to win the race over who can best integrate AI into the devices that consumers use every day.
Polish Users May Again Be Disappointed by Apple’s Policy
Polish users may once again feel disappointed by Apple’s policy. The new AI-powered Siri is initially expected to be available only in English and only in beta. The company has also decided not to make it available for now on iPhones and iPads sold in the European Union, including Poland.
European users are expected to gain access to some features only on Mac computers, Apple Watches and Vision Pro headsets. Apple explains this decision by referring to the EU Digital Markets Act. According to the company, the regulations could require it to provide sensitive user data to external AI assistants without sufficient privacy guarantees.
Apple tried to reach a compromise with regulators, but its proposals were rejected. As a result, the company is currently not giving any date for making AI-powered Siri available on iPhones in EU countries.
This matters because Europe remains an important market for Apple. The absence of key AI features on iPhones may weaken the argument for upgrading devices, especially if the new tools become one of the main pillars of the sales campaign in the United States. For Polish users, this means that even after the launch of new iPhones, some of the most heavily promoted features may remain unavailable to them.
WWDC 2026 Did Not Bring the AI Breakthrough Some Investors Expected
WWDC 2026 therefore did not deliver the breakthrough AI product that some investors had been hoping for. Instead, it showed that Apple is trying to rebuild credibility after earlier delays and find its own path in the world of artificial intelligence. This is not a path based on the largest spending, but rather a strategy of gradually introducing AI into devices, services and users’ everyday habits.
The market, however, expects specifics. The most important test will come in September, when the new Siri is put into practice. If Apple presents a functioning product that genuinely improves the user experience, investors may conclude that the company is back in the game. If there are further delays, restrictions and beta versions, scepticism about Apple’s AI strategy will continue to grow.
Apple still has a huge customer base, a powerful brand and one of the strongest technology ecosystems in the world. But in the AI race, a history of success alone is no longer enough. The company must now prove that it can turn artificial intelligence into a product customers will actually want to pay for.
Source: managerplus.pl
