New York, June 8, 2026, 15:06 (EDT)
Apple shares slipped on Monday as the company showed off an artificial-intelligence update for Siri at its Worldwide Developers Conference, after months of investor anticipation. The stock didn’t move much after the announcement of the AI feature investors had been watching for.
The stock traded down 1.2% at $303.51 during the afternoon, with shares moving between $302.73 and $317.21. Volume stood at roughly 50.5 million shares.
Apple’s annual developer conference is in focus, as investors are watching to see if the iPhone maker can turn artificial intelligence, or software that uses data to generate answers and do tasks, into a fresh reason to keep customers on its devices and services.
Apple is also facing pressure as it tries to keep up with Alphabet’s Google and Microsoft, which have rolled out AI agents — software that handles multi-step tasks — in search, productivity tools and everyday tech. Reuters reported that Apple shares fell, while the Nasdaq and other tech stocks climbed.
Apple rolled out “Siri AI” and said the new assistant can tap on-screen cues, pull from the web, and use personal info from messages, emails and photos. Developers are getting access to test the features starting Monday. The company says users get a beta version later this year. Apple
Apple’s software chief Craig Federighi described the latest Siri as “dramatically more capable and conversational.” The company said its Siri AI will run on Private Cloud Compute, its server platform for processing some AI requests. Apple said personal data isn’t stored or accessible to the company.
Apple is sticking to its usual script, taking things slow, building features straight into its products, and talking up privacy. The stock didn’t jump, with investors not sure if that’s going to cut it.
“They have to make Siri not suck,” said Patrick Moorhead, founder of Moor Insights & Strategy, to Reuters ahead of the keynote. “AI is all about data,” he said. Data gives software the context for better answers. Reuters
Some analysts stayed positive on the name. MarketWatch said Evercore ISI’s Amit Daryanani called Apple an “underappreciated, lower-risk way to play AI,” arguing the company is set up more like a “toll booth” for AI demand than as a builder of AI data centers. MarketWatch
Wedbush’s Daniel Ives called the event “did not disappoint,” MarketWatch reported. Ives said adding AI features could boost Apple’s stock by $75 to $100 long-term. That’s the optimistic view: Apple could see gains just by owning the device where people do their tasks, even if it doesn’t lead with AI models. MarketWatch
But there are clear risks. Apple said it will not launch Siri AI on iPhones and iPads in the European Union at first, pointing to the Digital Markets Act, which targets big online platforms. The new AI features also will not be available in China while Apple navigates rules there. Any holdup in these big regions or if the beta timeline slips again, it would challenge the idea that Siri can quickly refresh Apple’s AI push.
Ambition was another issue. Ben Bajarin, CEO at Creative Strategies, told Reuters he didn’t see Apple going big on new autonomous-agent tools yet, calling it “way too early for the consumer.” That could line up with Apple’s usual approach, but some investors may want something bolder.
So far, the stock action signals investors think the news is a start, not an end. Developers are up next, followed by a public beta. After that, the focus turns to whether Siri AI can actually drive new iPhone sales—while Apple tries to avoid the heavy AI spending its rivals have taken on.
