Apple has cumulatively shipped over 450 million Apple Intelligence-capable iPhones till Q1 2026, according to Counterpoint Research’s Apple 360 service. Apple has the largest number of smartphones in the hands of consumers that are capable of GenAI as compared to any other brand. Any AI feature which Apple launches will be delivered to a large premium user base instantly, which is a huge advantage.  

Exhibit: Cumulative Apple Intelligence Capable iPhone Shipments, Q1 2026 

However, Apple has been lagging in AI, especially in delivering on the 2024 promise of a revamped Siri. With WWDC fast approaching, Apple needs to deliver a revamped Siri, and make a strong statement of intent. There have been developments in the direction already with the Apple Gemini partnership. Till now there is limited information on the partnership. This WWDC could showcase what this partnership means, especially for Siri.  

Although the lack of a more fully AI-featured Siri has not impacted Apple’s sales yet; iPhone 17 has been performing better than its predecessor with iPhones revenues hitting a first quarter record. This indicates that AI is not a primary buying factor for iPhones.   

However, Apple should not delay upgrading Siri for too long. The arrival of Agentic AI is imminent, and this could fundamentally alter how humans interact with their smartphones. Historically, Apple has always brought new features later than its competitors and consumers are used to this delay. But while late, Apple has always been able to live up to the expectations with its precise implementation and strong user experience, thus delighting users. The expectations from the delayed arrival of a revamped Siri are also high now. Apple must showcase use cases which solve practical problems and uplift the user experience without compromising on privacy.  

Competition is already moving ahead, and Apple must be ready to follow swiftly. Agents are critical as they operate as a layer above the operating system and applications, thus potentially becoming the consumer’s primary touchpoint. This could redefine the smartphone industry. The era of Agentic AI may or may not pan out the way we think, but it’s too big a risk to miss out.  

About Counterpoint Research 

Counterpoint Research is a global market research firm specializing in products across the technology ecosystem. We advise a diverse range of clients – from smartphone OEMs to chipmakers and channel players to Big Tech – through our offices located in the world's major innovation hubs, manufacturing clusters and commercial centers. Our analyst team, led by seasoned experts, engages with stakeholders across the enterprise – from the C-suite to professionals in strategy, analyst relations (AR), market intelligence (MI), business intelligence (BI), product and marketing – to deliver services spanning market data, industry thought leadership and consulting. Our core areas of coverage include AI, Automotive, Consumer Electronics, Displays, eSIM, IoT, Location Platforms, Macroeconomics, Manufacturing, Networks and Infrastructure, Semiconductors, Smartphones and Wearables. Visit our Insights page to explore our publicly available market data, insights and thought leadership, and to understand our focus, meet our analysts and start a conversation. 

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