When it comes to Apple's AI plans for Siri, it's better late than never.

The tech giant provided an update Monday at its annual developers' conference about the AI-powered capabilities coming to its built-in assistant, according to BI's Brent D. Griffiths.

You might wonder to yourself, "Didn't Siri already get an AI makeover?" And you'd be partially right. Apple first teased these plans back in 2024, but it ran into development issues and delayed the release, an uncommon move for the company.

In January, Apple partnered with Google, so its Gemini model is powering the upgrades to Siri and the broader Apple Intelligence features.

For more on the main takeaways from the event and the official rebrand to "Siri AI," additional details are available.

So was it worth the wait? There will be a dedicated Siri app and deeper integration with the iPhone camera app, among other updates. More broadly, the upgrade centers on Siri understanding your personal context based on what you're doing on your screen and your personal data.

Early reactions from analysts, investors, and tech experts suggest Apple's success will depend on one key question: Can it finally deliver on what it promised?

Apple's Siri announcement lacked the pizzazz common in the AI era.

Companies competing for AI dominance focus on big, flashy announcements. Anthropic, OpenAI, and xAI seem locked in a constant race to surpass each other. Google, Microsoft, and Amazon are spending enormous sums on AI.

Meanwhile, Apple is highlighting AI-powered photo-editing features it initially announced two years ago. A straightforward announcement doesn't mean Apple is losing ground, though.

There's a good chance you're reading this newsletter on one of their products. And that built-in audience likely isn't going anywhere. No one wants to be the "green-bubble person" in their group chat.

Add in the fact that AI leaders are burning cash on models that are all starting to sound alike, and you begin to see the benefit of Apple's strategy.

Apple doesn't need the best AI. It needs the one that works most seamlessly with our lives.

It can't completely coast just because it's already in so many people's pockets. Safari might be Apple's built-in browser, but like many users, I switched to Google Chrome years ago.

But when differences between products aren't massive, customers often stick with what's already familiar. And for Apple, that means staying firmly in your pocket.