Apple showed off a new Siri with AI at its core and talked about the next iOS. What's up with stocks?

Apple has revealed an updated Siri voice assistant that is now powered by artificial intelligence. It will have a separate app that can respond to queries, execute commands, and take into account context and data in the apps on the device. Investors apparently didn't think that was enough: Apple's stock went from rising to falling during the presentation.

Apple revealed the launch of Siri AI during a presentation at its annual WWDC developer conference. The video broadcast was streamed on Apple's website.

The new Siri AI can recognize voice commands, display answers on the device screen and by voice, and also, for example, recognize what is currently on the screen and search for it on the Internet. The assistant can also search for information in apps on the device - such as Messages or Photos. The Voice Assistant will have a separate app for the first time.

The updated Siri AI will be available only in English at first. Apple promised to add support for other languages, but did not give any exact dates.

Apple also announced iOS 27 and macOS 27 operating systems, which will be generally available in the fall. The company promises, in addition to the launch of Siri AI, faster performance, processor optimizations on older iPhone models, and sharper Liquid Glass-style icons.

Shares of Apple before the presentation rose by 3.3% and reached a new record of $317.4. However, during the story about artificial intelligence, the quotes lost all growth and began to fall: at the moment - by more than 1%.

This is a "pivotal moment" for Apple, which needs to show investors and consumers that its AI technology is on the right track, Bloomberg wrote. Apple first showed off its Apple Intelligence artificial intelligence two years ago, but many of the features announced then either came much later or were worse than competitors, the agency noted. Rethinking Siri is key to becoming one of the leaders in the AI sphere, it said.

That said, many of the features Apple showed off are similar to features the company had already announced - and then delayed releasing, Bloomberg notes.

Apple's papers have risen in price by almost 12% since the beginning of 2026. They are moving on par with the "technology" index Nasdaq Composite.

Most analysts tracking the company's stock are advising to buy: 33 Buy and Overweight recommendations versus 15 Hold and three Sell and Underweight recommendations, MarketWatch shows.

This article was AI-translated and verified by a human editor