On June 8, 2026, Apple (AAPL +2.90%) will hold its annual Worldwide Developers Conference (WWDC), the company’s flagship event where it typically announces new software products and updates. This year could be especially exciting, as many expect Apple to finally unveil its overhauled Siri voice assistant.
Siri had grown outdated in the ChatGPT era, and after Apple Intelligence failed to impress, Apple struck a partnership with Alphabet in January to utilize its Gemini frontier models. Apple’s loyal customer base and successful track record allowed it to sweep its Apple Intelligence dud under the rug, but it will sting if the new Siri flops, too.
It’s not a stretch to call this year’s WWDC the most significant software announcement in recent history. Here is more about what’s at stake for Apple stock at this year’s WWDC.
Image source: Getty Images.
Apple’s patience has paid off thus far
Once OpenAI’s ChatGPT went viral, the artificial intelligence (AI) arms race began. Many people initially criticized Apple for its reluctance to invest in developing a frontier AI model and the data centers to run it. But as you can see below, the AI race has become very expensive, and there’s currently no end in sight. These other tech companies will ultimately need to monetize their AI investments enough to justify the many billions of dollars spent.
Data by YCharts.
Meanwhile, Apple has continued to focus on its expertise in consumer devices, launching an entry level Macbook and continuing to sell millions of iPhones. At this moment, it seems Apple’s patience has paid off. Why spend tens of billions of dollars on AI when you can just license it from Alphabet for a fraction of the cost? Apple wins in any AI scenario where AI models become a commodity.
But now is the time to strike, and the stakes are rising
Make no mistake, AI is coming. Like all technology before it, AI will improve and become cheaper, and more people will adopt it as that happens. The time when Apple needs to finally land on the board is likely near. After all, it has the perfect ecosystem for AI, with over 2.5 billion active iOS devices and strong compatibility across different products — the phone works with the watch, which works with the laptop, etc.
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If Siri is a hit, a genuinely capable AI assistant that’s easy to use, it could cement Apple’s dominance in personal electronics and pave the way to sell millions more devices and services over the coming years. But if Apple’s new Siri is another disaster or falls short of expectations, there’s a risk that consumers who want to use AI more in their daily lives may start looking elsewhere for devices that let them do so.
Apple’s brand is iconic, and its ecosystem is a vast competitive moat. That won’t go away overnight. Still, the stakes are higher than you might guess. Apple’s new Siri could be a fork in the road that impacts the company’s path forward in this AI age.
Justin Pope has positions in Alphabet, Meta Platforms, and Microsoft. The Motley Fool has positions in and recommends Alphabet, Amazon, Apple, Meta Platforms, and Microsoft. The Motley Fool has a disclosure policy.
