Apple just pulled the curtain back on the biggest Siri overhaul in the assistant’s history. The market’s response, in short: cool, but when does it make money?
The company unveiled Siri AI on June 8, 2026, during its Worldwide Developers Conference, showcasing a standalone app interface, improved context awareness, and deeper integration across its software ecosystem. It’s the centerpiece of Apple Intelligence, the on-device AI framework Apple first previewed back in June 2024. But despite the flashy demo, analysts are signaling that this upgrade won’t translate into a near-term sales bump for iPhones or Macs.
A memory problem money can’t easily fix
The global DRAM shortage has become the uninvited guest at every tech company’s earnings call, and Apple is no exception. IDC has forecast a 13% decline in overall smartphone sales for 2026, a number that captures just how deeply supply chain constraints are reshaping the consumer electronics landscape.
Tim Cook addressed the issue directly during Apple’s Q2 2026 earnings call, noting that rising memory prices would increasingly impact the company’s profit margins, and that these impacts would become more pronounced in the near future.
