Goldman Sachs: AI Siri will become a new growth engine for iPhone, Apple WWDC approaches a critical moment

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In the early morning of June 9, Beijing time, Apple’s 2026 Worldwide Developers Conference (WWDC26) will kick off. The market’s focus is highly concentrated on the long-delayed AI-enhanced Siri.

Goldman Sachs analyst Michael Ng pointed out in the report that the core highlights of this conference are the AI-enhanced Siri and the new-generation “27” operating system (covering iOS, macOS, watchOS, tvOS, and visionOS across all platforms). The report believes that these new features will become key drivers of demand for products such as the iPhone, helping Apple maintain strong revenue momentum. Data shows that in the first half of fiscal year 2026, iPhone revenue increased by 23% year-on-year.

At the same time, the report notes that, based on historical trends, Apple’s stock price often rises before WWDC, but tends to pull back during the conference—with the stock having risen a cumulative 19% since the end of April. In contrast, UBS analyst David Vogt takes a more cautious stance, believing that WWDC26 is unlikely to be a positive catalyst for the stock price.

Will the Delayed AI Siri Be Apple’s Turning Point?

According to Goldman Sachs’ report, Apple is expected to announce the launch timeline and feature details of the AI-enhanced Siri at this WWDC. The feature debuted as early as WWDC 2024, but after multiple delays, it still has not been officially released.

The new Siri is expected to supplement a number of previously promised but unfulfilled features, including screen awareness, personal context understanding, and deep integration with native applications such as Messages, Calendar, Photos, and Notes. Goldman Sachs analyst Ng identifies these features as important demand drivers for Apple’s product line in the report.

UBS analyst Vogt regards WWDC26 as Apple AI Siri’s “first major test.” In other words, the market’s validation of Apple’s AI capabilities will still take time, and this conference is more of a starting point than a turning point.

More AI Features and System Upgrades Progressing in Parallel

In addition to AI Siri, Apple may also introduce multiple AI-driven additional features at this conference. In the Photos app, more advanced AI photo editing tools are expected, including Extend (expanding generated image), Enhance Photo Details, and Reframe (adjusting composition), surpassing the existing Clean Up tool.

In terms of visual intelligence, the Visual Intelligence feature in the Camera app will be upgraded to support scanning nutrition labels and syncing to the Health app for diet tracking, as well as scanning business cards to automatically create contacts. Moreover, Safari is expected to add a new tab group feature, and the Wallet app will support generating custom passes from physical tickets.

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