Could Apple Ditch Siri Name in Major AI Rebrand at WWDC?

Utsanjan Maity
June 09, 2025
Apple's WWDC 2025: AI Takes Center Stage

Apple's WWDC 2025: A Focus on Artificial Intelligence

Apple's Worldwide Developers Conference (WWDC) 2025, kicking off on Monday, June 9th, is shaping up to be a significant event for the company's artificial intelligence (AI) strategy. While the much-anticipated "Liquid Glass" software redesign for iOS 26 will undoubtedly be a major talking point, industry analyst Ming-Chi Kuo predicts that AI will take center stage.

iOS 26's Major Redesign: A VisionOS Influence

Reports leading up to WWDC suggest that iOS 26 will undergo a substantial design overhaul, heavily influenced by visionOS, the operating system powering Apple's Vision Pro headset. This redesign is being touted as the most significant iOS update since iOS 7, and it will undoubtedly be a key highlight of the keynote. You can read more about the rumored design details here: iOS 26 Rumored Design Details.

The "Liquid Glass" Distraction?

However, some analysts, like Mark Gurman of Bloomberg, suggest that the "Liquid Glass" redesign might serve as a distraction. The reasoning behind this theory centers on Apple's apparent failure to deliver on promised Apple Intelligence features, particularly a more context-aware and personalized Siri. These features, heavily promoted at last year's WWDC, reportedly didn't meet expectations during internal testing, falling short of their advertised capabilities. You can find more information on this potential "distraction" here: Apple's iOS and MacOS Major Design Update.

Ming-Chi Kuo's Predictions: AI Takes the Lead

Contradicting the notion of a "Liquid Glass" distraction, Ming-Chi Kuo, a highly respected Apple analyst, has offered a different perspective. In a recent post on X (Ming-Chi Kuo's X Post), he emphasizes that Apple's WWDC 2025 presentation will heavily focus on explaining its upcoming AI features and their implementation across its devices. While he doesn't anticipate any groundbreaking revelations, Kuo expects Apple to provide a clear development timeline for these new AI functionalities.

Apple's On-Device AI Strategy: Key Components

According to Kuo's predictions, Apple's on-device AI focus will likely encompass several key elements:

  • A potential Siri rebranding: This suggests a possible name change for Apple Intelligence/Siri, perhaps signaling a fresh start and a move away from the perceived shortcomings of the existing system.
  • AI Integration at the OS level: Apple is expected to showcase how AI will enhance user experience within the operating system itself, leading to smoother and more intuitive interactions.
  • Developer Tools for AI Integration: The company is anticipated to unveil tools that allow third-party developers to seamlessly incorporate AI into their apps, further expanding the reach and potential of Apple's AI ecosystem. This is largely expected already.
  • Enhanced Privacy Protections: Given the sensitivity surrounding data privacy and AI, Apple is likely to emphasize its commitment to robust privacy measures within its AI offerings.
  • Strategic Partnerships: Kuo suggests Apple will highlight partnerships with other AI service providers. This likely refers to the existing relationship with OpenAI for ChatGPT integration via Siri and potentially a rumored collaboration with Google to integrate Google's Gemini AI into Siri as an optional extension, providing users with access to more sophisticated AI-powered responses.

The Siri Dilemma: Rebranding or Reinvention?

Kuo's predictions raise important questions about the future of Siri. There's a growing argument that the Siri brand has become tarnished, and a fresh start with a new AI chatbot, powered by large language models, under a different name might be necessary. This is discussed further in this MacRumors article: Should Apple Kill Siri? A rebranding could be seen as an admission that Apple's initial AI strategy has fallen short of expectations. However, it also risks alienating users who have become accustomed to Siri's branding and interface.

Furthermore, changing the name also presents a challenge regarding public perception. Apple has invested significantly in marketing Apple Intelligence, often described as "AI for the rest of us." A significant rebranding might confuse consumers and undo the marketing efforts invested in promoting Apple Intelligence.

If Apple does intend to rebrand Siri to launch its new, more advanced AI chatbot (rumored to rival the latest ChatGPT models, as discussed here: Apple's ChatGPT Rival), a new name and persona could potentially revitalize its image. However, success hinges on delivering on the promises made. Another misstep could have dire consequences for Apple's reputation in the rapidly evolving AI landscape.

WWDC 2025: What to Expect

Regardless of the specific details, Apple's WWDC 2025 keynote promises to be a significant event for the company and the tech industry as a whole. The event will shed light on Apple's vision for the future of AI and its integration into its ecosystem.

The WWDC 2025 keynote begins Monday, June 9th, at 10:00 a.m. Pacific Time. Apple will livestream the event on its website, YouTube, and the Apple TV app. MacRumors will provide live blog coverage and live tweeting on its MacRumorsLive account. For more context on Apple Intelligence, refer to this guide: Apple Intelligence Guide. For more on Ming-Chi Kuo, refer to this guide: Ming-Chi Kuo Guide.

This article, "Could Apple Ditch Siri Name in Major AI Rebrand at WWDC?", first appeared on MacRumors.com.

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