With simply hours to go till Apple’s executives hit the digital stage for the WWDC 2025 keynote, last-minute leaks and rumors are flying. And the most recent is particularly tasty: it claims that Siri is about to be renamed.
In a lengthy submit on X/Twitter, the well-known analyst Ming-Chi Kuo immediately named his “Three Key Factors to Watch at Apple WWDC 2025.” And a sub-point of one in all these is “Rebranding Apple Intelligence/Siri.” There’s no additional element on this within the submit, and it might imply, for instance, referring to your complete Apple Intelligence raft of options as Siri, or tagging on “Powered by Apple Intelligence” when referring to Siri. However most pundits have interpreted this to imply that Apple is contemplating eliminating the Siri model itself.
At first look that sounds implausible. In spite of everything, Apple has spent nearly 14 years selling the Siri model and inspiring customers of just about all its platforms to make use of the voice assistant at each alternative. The phrase “Hey Siri” is broadly recognized, and plenty of customers even use the abbreviated set off phrase “Siri” by itself. (Typically they use it with out which means to.) In spite of everything that work and expense cementing Siri as an iconic and acknowledged time period, absolutely it might be insanity to change to one thing else?
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The issue is that the Siri model is basically tarnished. It began out pretty strongly however has been far behind its rivals for years, repeatedly attracting criticism for its outdated options and appalling inaccuracy. Siri is a punchline as a lot as a model.
Merely altering the identify wouldn’t be sufficient, in fact: if the errors maintain occurring, then the brand new identify could be related to failure too. However Apple has been engaged on an up to date model of its voice assistant, powered by Apple Intelligence and able to utilizing contextual information to ship higher outcomes. That was introduced at WWDC 2024 and nonetheless hasn’t arrived—but when it does seem as a part of the WWDC 25 keynote it may be an opportune second to make a clear break with the previous.
Sure, this might be interpreted as an admission of defeat: a uncommon acknowledgement that one thing Apple launched was lower than insanely good. However we’re gone the purpose the place Apple can fake Siri is match for objective, and it may be smart to confess you’ve acquired one thing incorrect.
The WWDC 2025 keynote begins immediately at 10am Pacific Time. You may catch all of the bulletins, together with skilled evaluation, proper right here on Macworld and in our devoted articles. First, try our simulated WWDC keynote and skim all about what we anticipate to be introduced (with a little bit humor and a few enjoyable). Then dive into the most recent rumors and our recaps of the most important OS bulletins:
iOS 26: All the things you should know
iOS 26: 7 adjustments we wish to see
macOS 26: All the things you should know
macOS 26: 6 adjustments we wish to see
