Apple reported a record $102.5 billion in revenue for the September quarter, with the iPhone contributing nearly half of that total at $49 billion. The iPhone 17 series, which debuted late in the quarter, sold out during preorders for most models and continues to face limited supply. Despite ongoing shortages, early demand has surpassed that of previous generations, a notable outcome given that Apple Intelligence — the company’s AI framework — is not yet fully functional.
Last year’s iPhone 16 lineup heavily promoted Apple Intelligence as its defining feature, but the rollout stalled when key components, including the new Siri experience unveiled at WWDC 2024, were delayed. Those AI-powered Siri updates have yet to reach users, leaving Apple behind rivals that have moved faster in deploying advanced voice and generative AI systems.
During an interview with CNBC following the company’s quarterly earnings release, CEO Tim Cook confirmed that Apple remains committed to bringing those delayed features to market. He said the upgraded Siri, powered by Apple Intelligence, is scheduled to arrive next year, though he declined to give a specific launch date. Cook also hinted at expanding the range of AI partners beyond OpenAI’s ChatGPT, which currently powers Apple Intelligence’s only third-party chatbot integration. “Our intention is to integrate with more people over time,” Cook said, suggesting broader model support in future updates.
Industry watchers expect Apple Intelligence to evolve significantly in iOS 26, with Siri gaining access to app data and handling more complex tasks. Early prototypes also point toward conversational upgrades that could bring the assistant closer to ChatGPT-like behavior. However, reports from Bloomberg suggest Apple’s internal testing of iOS 26.4 has raised some concerns about Siri’s consistency and reliability.
Additional AI model partnerships — such as with Google’s Gemini — have been rumored since WWDC 2024, and Apple has reportedly explored deals that would allow region-specific AI integrations, including models developed in China for local iPhone users.
Currently, ChatGPT remains the only non-Apple chatbot available in iOS 26, though several Apple Intelligence features have already been implemented in smaller ways. These include Live Translation in Messages, Phone, and FaceTime, as well as support for AirPods Pro. Visual Intelligence, another component of Apple’s system, lets users ask questions about what’s displayed on their screens — a feature that parallels Google’s Circle to Search function.
While Apple’s AI ecosystem remains in development, the company appears to be taking a slower, more controlled approach to integrating generative AI into its products. The next major iOS updates in 2025 will determine whether Apple’s strategy can help it catch up with competitors that have been quicker to embrace open AI ecosystems.
