Apple reported record earnings for the September quarter on Thursday, posting $102.5 billion in revenue—its highest ever for the period. The iPhone generated $49 billion of that total, driven largely by the launch of the iPhone 17 series, which quickly sold out during preorders. Three of the four models sold out even before hitting store shelves, and supply has remained tight since launch. Despite Apple Intelligence not being a key selling feature this year, demand for the iPhone 17 has outpaced that of previous models.
Last year’s iPhone 16 lineup centered heavily on Apple Intelligence, but the strategy faltered when the company delayed the rollout of its enhanced Siri features first unveiled at WWDC 2024. Those upgrades are still unavailable, leaving Apple a step behind competitors in the AI race. Even so, Apple Intelligence remains a critical focus for the company’s future.
Speaking with CNBC about Apple’s latest earnings and upcoming holiday quarter, CEO Tim Cook confirmed that the smarter Siri experience is on track for release next year. While he offered no specific timeline, Cook described Apple’s broader plan to expand partnerships within Apple Intelligence, noting that “our intention is to integrate with more people over time.” He stopped short of naming any new partners.
What’s Next for Apple Intelligence in iOS 26
Cook’s comments align with widespread reports suggesting that Apple Intelligence will power a major Siri overhaul. The upgraded assistant is expected to access app data, handle more complex user actions, and eventually include chatbot-style interactions—potentially rivalling ChatGPT. Sources indicate that iOS 26.4, expected in spring, could mark the first release with this improved Siri, though internal testing has reportedly raised some performance concerns.
Beyond Siri, Apple continues exploring additional AI integrations. Since WWDC 2024, executives like Craig Federighi have signaled that Apple Intelligence will eventually support multiple third-party models. Industry chatter points to a potential partnership with Google to integrate Gemini into iOS, and localized models could arrive for users in China.
For now, ChatGPT remains the only external chatbot available in iOS 26. While Apple’s AI upgrades this year have been more modest than Google’s Gemini push, there are still notable improvements. Live Translation now works across Messages, Phone, and FaceTime—and even with AirPods Pro. Visual Intelligence also received a major boost, allowing users to ask questions directly about what’s on their screen, a feature similar to Google’s Circle to Search.
As Apple prepares to bring its full vision for Apple Intelligence to life, it’s clear the company is moving more deliberately than its rivals—but with its usual focus on tight integration and user privacy, that patience may yet pay off.
