Goldman Sachs: AI Siri Will Become a New Growth Engine for iPhone; Apple WWDC Faces a Critical Moment
In the early hours of June 9 (UTC+8), Apple’s 2026 Worldwide Developers Conference (WWDC26) will kick off. The market’s focus is highly concentrated on the long-awaited AI-enhanced Siri that has yet to be launched.
Goldman Sachs analyst Michael Ng pointed out in a report that the core highlights of this conference are the AI-powered Siri and the new generation “27” operating system (covering the full platform lineup: iOS, macOS, watchOS, tvOS, visionOS). The report believes that these new features will become key demand drivers for products like the iPhone, helping Apple sustain strong revenue momentum. Data shows that iPhone revenue for the first half of fiscal year 2026 increased by 23% year-on-year.
Meanwhile, the report notes that, historically, Apple's share price tends to rise ahead of WWDC but usually pulls back during the conference itself—since the end of April, the stock has climbed 19% in total. In contrast, UBS analyst David Vogt takes a more cautious stance, suggesting that WWDC26 is unlikely to serve as a positive catalyst for the stock price.
Will the delayed AI Siri be Apple’s turning point?
According to the Goldman Sachs report, Apple is expected to disclose the rollout timeline and feature details of the AI-enhanced Siri at this year’s WWDC. This feature was first revealed at WWDC 2024, but after multiple delays, it still has yet to be officially launched.
The new Siri is expected to deliver several previously promised but unimplemented features, including screen awareness, personal context understanding, and deep integration with native apps such as Messages, Calendar, Photos, and Notes. Goldman Sachs analyst Ng identifies these features as important demand drivers for Apple’s product lines in his report.
By contrast, UBS analyst Vogt views WWDC26 as the “first major test” for Apple’s AI Siri. In other words, the market still needs more time to validate Apple’s AI capabilities, suggesting that this conference is more of a starting point rather than a turning point.
More AI features and system upgrades being pushed forward simultaneously
Beyond AI Siri, reports indicate that Apple may also unveil several AI-driven additional features at this conference. For the Photos app, more advanced AI-powered editing tools are expected, including image extension (Extend), enhanced photo details, and composition adjustment (Reframe), which would surpass the existing Clean Up tool.
In terms of visual intelligence, the Visual Intelligence feature in the Camera app will reportedly be upgraded to support scanning nutrition labels and syncing with the Health app for dietary tracking, as well as scanning business cards to automatically create contacts. Additionally, Safari browser may add tab group features, and the Wallet app will support generating custom passes from physical tickets.
Disclaimer: The content of this article solely reflects the author's opinion and does not represent the platform in any capacity. This article is not intended to serve as a reference for making investment decisions.
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