Apple plays catch-up at WWDC

Apple spent much of its WWDC keynote highlighting fixes, performance improvements, and long-requested features before unveiling its upgraded AI-powered Siri, signaling that the company wants users to see AI as just one part of a broader effort to improve its software. Apple's Worldwide Developer Conference on Monday started off with an apology of sorts. Instead of jumping right into the headline news about a revamped AI-powered Siri , Apple's senior vice president of Software Engineering Craig Federighi spent the first stretch of the keynote on a list of repairs.

For the past two years, Apple has been racing to catch up in AI while frustrations with its core software quietly added up: a design overhaul users hated, a search function that barely worked, a file-sharing feature that routinely failed, and a Health app that didn't focus enough on half its user base. Apple didn't say any of that on Monday. But the structure of its WWDC keynote said it for them, leading with fixes before features, and framing a better Siri as one item on a long list of improvements rather than the main event.

At minimum, the sequencing suggests Apple believes the foundation needs shoring up before it can credibly ask users to trust it with something as consequential as AI. "Instead of just introducing a host of new features, we're also taking the features you already rely on and making them even better, because we believe the best operating systems aren't just built on big breakthroughs, they're built on sweating the details," Federighi said. It's the kind of statement that would be unremarkable from most companies, but from Apple, it was as close to an admission of fault as you'll get.