Apple's Craig Federighi claims chatbot development was never the goal

In June 2025, at the Worldwide Developers Conference (WWDC), Craig Federighi, Apple's Senior Vice President of Software Engineering, stated that the company has no intention of transforming Siri into a ChatGPT competitor. Federighi clarified that building a chatbot has never been Apple's goal. His insights came during an interview with Tom's Guide following the conference, where he emphasized that Apple Intelligence aims to integrate AI into existing applications instead of introducing a standalone chat feature for users. He noted the importance of enhancing the user experience without diverting users into dedicated conversation modes. Reflecting on past developments, Federighi admitted that the company had to postpone an anticipated Siri revamp due to findings from user testing, which indicated that the initial version of the update would not meet customer expectations or Apple's quality standards. This revealed a preference for ensuring reliability and avoiding premature launches of features that fall short of the required benchmarks. Federighi's comments underscore Apple's commitment to quality over rapid deployment, a stance that contrasts with the increasing competition from other technology firms. As rivals such as OpenAI roll out conversational AI tools that offer more expansive functionalities, Apple's approach has drawn mixed reactions. While Federighi believes that conversational bots can serve various functions, including acting as life advisors, he reaffirms that Apple's strategy will focus on embedding support and assistance through the software that users already know. By emphasizing functionalities that improve contextually relevant workflows, such as new features in the Phone app and universal translation capabilities, Apple is positioning itself distinctively in the evolving landscape of artificial intelligence. Despite Federighi's reassurances about ongoing developments, the reactions to Apple's announcements during WWDC were notably cautious. Analysts have described the company's advancements in AI as incremental, suggesting that innovation feels delayed or insufficient compared to competitors. As a direct result, Apple's stock has seen a downward trend, with analysts lamenting the company's apparent lack of new AI features. However, some investment firms, like Goldman Sachs, remain optimistic, encouraging stakeholders to look past temporary setbacks and reinforcing their buy ratings. Overall, Federighi's statement signifies a pivotal moment in Apple's journey in AI, reflecting both its strategic focus and the pressures of rapidly evolving technology trends.