Apple faces growing pressure as it kicks off its annual Worldwide Developers Conference (WWDC) in Silicon Valley tomorrow. The company promised new artificial intelligence (AI) features for iPhones last year but hasn’t delivered.

Rivals are racing ahead with AI technology, leaving Apple scrambling to show it hasn’t lost its edge. Last June, Apple announced "Apple Intelligence" upgrades—including fixes for its Siri voice assistant—but those improvements still aren’t here.

Tech analyst Gadjo Sevilla notes: "Apple talked up features that sounded ready to launch, but they never appeared." The company now aims to release its Siri overhaul with new iPhones expected this fall.

"This isn’t a big celebration," Sevilla said. "It’s Apple trying to rebuild trust by showing where it’s headed." The tech world will watch closely to see if Apple addresses its AI delays or focuses on quieter updates like rumored operating system changes.