Apple has faced tremendous challenges in 2025, but it’s closing the year on a high note. Here’s why the company’s momentum is strong heading into 2026, and the key role Siri can play in keeping good times rolling.
Apple exits 2025 on a high note, but AI questions remain
There’s always been an “Apple is doomed” contingent decrying the company. But that narrative seemed even more prominent this year.
AI is a big part of that.
This year Apple delayed its big AI upgrades for Siri, partially disabled a controversial Apple Intelligence feature, and faced ongoing pressure from media and investors to prove it could compete in the new AI era.
The company also faced tremendous threats from US tariffs that could have caused serious disruption to its business.
Though it’s largely avoided much impact from tariffs, AI is still a big question mark.
It’s also the one thing that much of Apple’s 2026 momentum hinges on.
Despite the very real challenges of 2025, Apple is heading into 2026 with a surprising amount of momentum behind it.
- iPhone 17 and 17 Pro have been remarkably successful
- Apple’s holiday quarter is projected to grow a massive 10-12% over last year’s record best
- Services revenue keeps going up, and a recent Google ruling should keep it that way
- Apple TV the streaming service, and Apple’s theatrical division, had best-ever years
- and sentiment around Apple’s AI position has seemingly started to shift
All of these factors have put Apple in a strong position, but delivering with Siri is still crucially important.
Siri’s success or failure could determine Apple’s 2026 narrative
If Siri’s iOS 26.4 overhaul arrives as expected this spring, and actually works well, Apple all of a sudden looks like a winner in AI.
It may not have the same in-house AI strengths as its competitors, but it has the iPhone, iPad, and Mac—products users know and love. That’s a unique advantage.
The company doesn’t have to own Siri’s underlying technology. As long as delivers the kind of intelligent AI assistant users want, then Apple wins—at least in the short-term.
But all of this momentum comes to a halt if the new Siri falters.
Apple has delayed Siri’s AI upgrades long enough, it has to deliver something great. Fortunately, with the help of Google, I feel confident it will.
One way or another, Siri’s success or failure could determine much of Apple’s 2026 narrative.
How important do you think Siri’s AI upgrades are to Apple’s 2026? Let us know in the comments.
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