--- title: "This may be the last major launch event that Tim Cook attends as CEO of Apple" type: "News" locale: "en" url: "https://longbridge.com/en/news/289034621.md" description: "On September 9, 2025, Apple CEO Tim Cook may hold the last major launch event of his tenure. This conference is expected to introduce a new generation of Siri, aiming to narrow the technological gap with OpenAI and Google in the field of artificial intelligence by integrating Google's large model computing power. Although Apple's current AI products lack differentiation and upgrades have been delayed, the market hopes that it can restructure its entire product line to adapt to AI trends and disclose a complete AI strategic layout" datetime: "2026-06-08T09:50:48.000Z" locales: - [zh-CN](https://longbridge.com/zh-CN/news/289034621.md) - [en](https://longbridge.com/en/news/289034621.md) - [zh-HK](https://longbridge.com/zh-HK/news/289034621.md) --- # This may be the last major launch event that Tim Cook attends as CEO of Apple On September 9, 2025, Apple CEO Tim Cook delivered a speech at Apple's headquarters in Cupertino, California. As one of Tim Cook's last major public appearances during his tenure as CEO of Apple, he may provide Wall Street with a long-awaited answer: a complete disclosure of Apple's artificial intelligence strategic layout. Apple is expected to hold its Worldwide Developers Conference on Monday, launching a new generation of Siri voice assistant. This virtual assistant, which has been around for about 15 years, is expected to catch up with the technological levels of OpenAI's ChatGPT and Google's Gemini. The tech giant will also release multiple system updates, covering billions of iPhone, iPad, Mac, and Apple Watch devices worldwide. However, the new Siri may most intuitively showcase how Apple is restructuring its entire product line to adapt to the current trend of the public relying on chatbots and smart AI assistants for daily tasks. The market is watching closely: Can Apple replicate its ability to turn emerging technologies into blockbuster products in the field of artificial intelligence? In the AI race, Apple has already fallen behind its peers: the comprehensive upgrade plan for Siri has been delayed multiple times, and several AI features announced for 2024 have yet to be implemented. The AI suite currently installed on Apple’s phones, tablets, and computers, "Apple Intelligence," lacks distinctive features, making it difficult to form a differentiated advantage against competitors. The AI features currently available from Apple include voice translation, screen content search, and custom emoji generation. However, companies like Google and OpenAI have launched all-in-one intelligent assistants, claiming they can complete a full set of complex tasks for users. Gene Munster, co-founder and managing partner of tech investment firm Deepwater Asset Management, stated, "Apple has yet to deliver any AI product that truly amazes the public." The upgraded Siri is expected to help Apple narrow the technological gap. The new digital assistant will introduce several new capabilities: a single command can link multiple task operations, and it will also launch a standalone application featuring a conversational interface. In January of this year, Apple announced a partnership with Google, where Google's large model will provide the underlying computational support for the new Siri. Anurag Rana, a senior equity analyst at Bloomberg Intelligence in the software and information technology services sector, believes this collaboration will significantly enhance the overall performance of the voice assistant. Rana stated, "The Gemini large model is currently developing rapidly and shows impressive overall performance." Over the past year, during earnings call meetings, investors and analysts have repeatedly questioned Apple about its artificial intelligence strategy. Despite the continuous increase in iPhone sales, Wall Street is eager to understand the role of artificial intelligence in Apple's long-term development blueprint In September this year, the current head of hardware engineering, John Ternus, will take over as CEO of Apple, and the responsibility for artificial intelligence deployment will soon be handed over to him. After Cook steps down as CEO, he will serve as the executive chairman of the company's board. However, Apple holds a huge market base, with over 2.5 billion active Apple devices globally, which is its unique competitive advantage. This will also be a significant opportunity for Apple to turn things around. Rana pointed out that more than half of the iPhones currently in use (about 1 billion units) cannot run Apple's smart features, which are only compatible with the iPhone 15 Pro and newer models. Munster commented, "Apple will never mess up this launch event. It concerns the company's major interests, and they cannot afford to lose." ### Related Stocks - [AAPL.US](https://longbridge.com/en/quote/AAPL.US.md) - [GOOG.US](https://longbridge.com/en/quote/GOOG.US.md) - [GOOGL.US](https://longbridge.com/en/quote/GOOGL.US.md) - [GOOY.US](https://longbridge.com/en/quote/GOOY.US.md) - [AAPW.US](https://longbridge.com/en/quote/AAPW.US.md) - [APLY.US](https://longbridge.com/en/quote/APLY.US.md) - [AAPY.US](https://longbridge.com/en/quote/AAPY.US.md) - [AAPX.US](https://longbridge.com/en/quote/AAPX.US.md) - [AAPD.US](https://longbridge.com/en/quote/AAPD.US.md) - [AAPU.US](https://longbridge.com/en/quote/AAPU.US.md) - [AAPB.US](https://longbridge.com/en/quote/AAPB.US.md) - [GGLL.US](https://longbridge.com/en/quote/GGLL.US.md) - [GOOW.US](https://longbridge.com/en/quote/GOOW.US.md) - [GGLS.US](https://longbridge.com/en/quote/GGLS.US.md) ## Related News & Research - [Apple's WWDC: Tim Cook's AI legacy at stake in his final developer conference as CEO](https://longbridge.com/en/news/288891013.md) - [Ormat finalizes industry's largest geothermal power plant design](https://longbridge.com/en/news/289055306.md) - [If You Want to Invest in AI Without Losing Sleep, Buy Google Stock Now](https://longbridge.com/en/news/288316541.md) - ['Google Is the Clear Beneficiary,' Says Top Analyst as AI Search Takes Off](https://longbridge.com/en/news/288300466.md) - [Meta Delays New AI Model Again — What It Could Mean for Investors](https://longbridge.com/en/news/288678053.md)