This was the WWDC investors have probably been waiting for the most in recent years. Apple $AAPL finally showed that Siri isn’t dead — it renamed it to Siri AI and built the whole keynote around one simple but clever story: AI for regular people, not for enthusiasts. And that’s exactly what Apple has historically done best. Not being first, but being the most usable. Personally, this reminds me of the arrival of Touch ID or Apple Pay — technologies that existed elsewhere earlier, but Apple only brought them to a state where everyone uses them, and without instructions.

The problem is the market didn’t exactly celebrate it on Monday — the shares fell nearly 2%. And honestly, that doesn’t seem irrational to me. Apple didn’t present anything that was technologically revolutionary. Google Gemini on Pixels and Samsungs can do comparable things. OpenAI and Anthropic have models that are ahead in raw performance. Apple is betting that a combination of privacy, ecosystem, and native integration will beat raw performance — and that’s a legitimate wager, but we’ll see the result in 12–18 months, when these devices are in the hands of tens of millions of people. For now, it’s mainly a promise.