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
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