Tech Expert Mike Yawney sits down for an exclusive interview with Apple's Greg 'Joz' Joswiak about the tech giant's latest product ...
What Greg Joswiak said
Written from the verified transcript and checked against it. Every figure links to the moment it was said.
Greg Joswiak, Apple's SVP of Worldwide Marketing, discussed the company's AI strategy and the new Siri AI announced at WWDC. He argued Apple builds AI for people, not for its own sake, and aims to make AI invisible and personalized. He explained that Siri AI is more conversational, understands personal context, and works with third-party apps. Addressing criticism about delays, he said most 2024 features shipped, but three features, including personal context, were rebuilt on a new architecture to ensure quality, a decision he would make again. He also discussed new parental controls developed with the American Academy of Pediatrics, and highlighted photo features like spatial reframing and scene expansion as his favorite upcoming features, emphasizing they respect original photos rather than creating fakes.
Key takeaways
Siri AI understands personal context, letting users ask for information from texts or emails without specifying the source.
Three features from WWDC 2024, including personal context, were delayed to be rebuilt on the new Siri AI architecture for quality.
Apple partnered with the American Academy of Pediatrics to create parental control guidelines.
Siri AI will work with third-party apps, a key focus of the developer conference.
Numbers and commitments
Figure
What it refers to
Type
At
2024
Year of the developer conference where most features shipped
Jeff and Carolyn. When they heard us talking, how much I love them. When they heard us talking to you, they said, 'Make sure you pass on a big hello.' So, hello to them.
There you go. I'll pass that along for sure. So big announcements yesterday and I got to say obviously AI kind of took the spotlight. Why is AI so important for Apple right now?
Well, you know, we look at major things that have happened in technology. Obviously there was the personal computer, the internet, mobile that was driven by iPhone and the App Store, and this is that big. But a lot of people, you heard Craig say in the keynote, doing AI for AI's sake, that's not what we do. We build products for people. So what we want to do with our solution is put you back in the center of it and the product experience around you. We're trying to use AI to just really help you do the things that you want to do better, make our products better, the features better. I always love it when you're using AI and you don't even know that it was AI that helped you. So we're trying to personalize this stuff and not make you have to feel like you have to become a prompt expert in order to get AI to help you. So it's like, no, it's just part of our products.
Speaking of personalizing, one of the things I think a lot of people realized yesterday hearing the new Siri AI for the first time. It's different. She's more conversational. Why was that important?
Well, you know, Siri was always designed to be your personal assistant. For years the way you communicated was only through speaking to it. A few years ago we gave you the ability to type to it as well. But the idea is you just want to speak to it naturally or type to it naturally. You don't want to have to learn special ways to talk to it. And you want it to speak back to you in a way like an assistant would, in a way that also feels conversational. One of the things that I love is, how many times you're talking to Siri and you make a mistake in what you say. Before, it was like, okay, let me start over. Now it's like, oh, okay, I can change what I'm saying in the middle. It still understands me. It's just completely natural. It does change the experience. It just makes it a lot easier to use and more friendly.
Joswiak, G. (2026, June 12). Talking tech: Everything you need to know about Siri AI and Apple’s next big software launch [Interview transcript]. TMS | Global Entertainment. CEOInterviews.AI. https://ceointerviews.ai/interview/980491/
MLA
Greg Joswiak. "Talking tech: Everything you need to know about Siri AI and Apple’s next big software launch." TMS | Global Entertainment, 12 Jun. 2026. Transcript, CEOInterviews.AI, https://ceointerviews.ai/interview/980491/.
BibTeX
@misc{joswiak2026_980491,
author = {Greg Joswiak},
title = {Talking tech: Everything you need to know about Siri AI and Apple’s next big software launch},
howpublished = {Interview transcript, TMS | Global Entertainment. CEOInterviews.AI},
year = {2026},
month = {jun},
url = {https://ceointerviews.ai/interview/980491/},
note = {Speaker-attributed transcript with timestamps}
}
