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Apple’s new Siri AI and iOS 27 are rolling out from today, September 14, 2026. Apple first promised a rebuilt Siri in 2024, then delayed it to 2026, but it’s finally here. And while it was ex-CEO Tim Cook who announced Siri AI way back in 2024, this time around it is new CEO John Ternus who will lead the rollout of the all new Siri AI as well as the new hardware lineup, headlined by the iPhone Duo. A lot has been written about the new iPhone Duo and the Pro models, so we won’t belabour those points here. The thing that’s surprised many is that Apple is not targeting the entry-level or the mass market with these launches at all. The premium positioning of the hardware is being attributed to Ternus’ own background leading Apple’s hardware division. That may be true to a large extent, but given the supply chain woes of the past year and a half when it comes to memory and storage chips, there’s also the feeling that Apple had no choice but to cater to the high-end market in 2026. That may well change next year. But this year, the entry barrier to experiencing the best of iOS 27 and all its Siri AI features is slightly higher. This makes us wonder will Apple’s AI experiences be worth it to justify this high price even if the hardware shines? If Apple is unable to cater to the basic AI expectations even after two years of promise and development, there will definitely be some concern. Three things decide whether Apple can pull it off: Whether Siri AI can adapt to how people in different markets speak, particularly given India’s diversity Whether it can run smoothly and just as well on older iPhones Whether the features will sway consumers enough to pay subscription fees for Siri AI in the future What The Focus On Hardware Actually Means Before we answer these questions, a brief detour. Every year-end Apple is once again in the spotlight for its latest iPhone release. In that regard, 2026 is no different. But there’s a decidedly different Apple when it comes to iPhones this year. There’s no focus on the entry-level segment; instead it’s all about the higher-end iPhone 18 Pro, 18 Pro Max and iPhone Duo. These models are the most expensive iPhones being sold by Apple. And some could argue that only the iPhone Duo is offering something different. But given the high pricing in India and indeed in other parts of the world, something feels different this time. Apple devices have always been one of the most expensive products in the market, and this is true for iPhones too. But Apple has always offered something for every class of user, particularly with India on its mind. With the new generation, its best features come with a huge price tag. Backing our argument around the high pricing for the hardware this year, Gartner’s Padhi said it is a supply chain problem rather than opportunism on Apple’s part. Data centre demand is pulling semiconductor supply towards servers, raising memory prices, and memory, not the chipset, decides how much AI can run on a phone. Financing softens the first payment but not the second, and he expects extended zero-cost EMI to become standard, with the interest recovered only if customers stay in the ecosystem through services. That may well change in the future, but older phones will certainly have a few hardware compromises that Apple’s AI experiences can’t work around. Is Apple Risking A Fragmented Experience? According to Apple, Siri AI draws on personal context from messages, emails and photos, acts inside apps, reads what is on screen and reaches the web for current information, with a separate Siri app syncing conversations through iCloud. Photos gets Spatial Reframing, Image Playground creates photorealistic images, Safari's Notify Me tracks price drops, and Shortcuts can be built by describing a task in plain language. Apple lists Apple Intelligence and Siri AI together as available on the iPhone 15 Pro, iPhone 15 Pro Max and every iPhone 16 model or later, as well as iPads with an M1 chip or newer. Siri AI also reaches CarPlay and AirPods on the go. But there is a genuine split when it comes to the top end and entry-level iPhones. In iOS 27, Apple has an on-device model that is more powerful than anything it has shipped, and the features that model enables are held to newer hardware. According to Apple, the most powerful on-device model, along with the expressive voices and more advanced dictation it powers, runs on the iPhone Air, iPhone 17 Pro and iPhone 17 Pro Max, iPads with an M4 chip or later and at least 12GB of memory, Macs with an M3 chip or later and at least 12GB of memory, and Apple Vision Pro with the M5 chip. Everything else in Siri AI, including personal context, onscreen awareness, web answers, the dedicated Siri app and Visual Intelligence, runs on the broader device list, which still includes the iPhone 15 Pro and the base iPhone 17, which now retails for ₹99,900 in India. Rishi Padhi, principal analyst at Gartner (India), sees this as a deliberate trade-off by Apple. The company is building one Siri AI across all its hardware, accepting a slower, language-by-language rollout, precisely because a single experience is the foundation its services are sold on. It is the opposite of Google's problem, which is managing fragmentation across many Android phone makers. Will India Get Feature Parity? The second answer is mixed, starting with how Apple lists availability. Apple's iOS 27 page shows that some apps have genuine regional limits, usually tied to content rights, which is why the likes of Apple News are not offered in India. But India is well covered elsewhere. When it comes to AI-powered Writing Tools, Genmoji, Image Playground, Mail and Messages summaries, voicemail summaries, Siri product knowledge, Type to Siri and dictation, Indian users get feature parity with their global counterparts. The difference could matter in real-life usage. Early reviews of Siri AI say it is strong on capability and cautious on reliability. Testers reported that Siri finally lived up to the promise Apple had made for a smart assistant, and Indian users running the beta reported noticeably better handling of local accents. Other verdicts point to uneven performance, with repeated failures and misread requests leading reviewers to conclude that reliability is not yet ready for everyday use. However, beta testers who switched back to the older Siri version reported that Siri AI felt slower and less reliable at routine tasks such as timers, alarms, messaging, and maps. Reviews from developers point to a structural limit rather than a bug as a major concern. Siri AI can only act inside apps whose developers have registered their actions with Apple in a specific, pre-approved format, and apps whose functions fall outside that list are left out entirely. Developers on Apple's own forums noted that even Apple's own sample testing app cannot be reached, and Apple says that Siri AI works best with apps that have done this groundwork. Plus, the previous point around hardware limitations applies to AI features. Gartner’s Padhi expects RAM or memory to become the dividing line for the best Apple Intelligence features, and on Mac that is already visible: Apple's advanced on-device Siri voice model needs an M3-class chip and at least 12GB of memory. Can Apple Get Users To Pay For AI? Apple aficionados have accepted the Apple Tax to a certain extent. They already pay a premium for hardware that runs Apple's AI. But now with the iPhone 18 Pro at ₹1,64,900 and the foldable Duo at ₹2,99,900, this appetite for paying the Apple Tax could be tested. Apple has also said some AI features will be capped, and that paying more will unlock higher limits. The same buyer may pay for the phone, then pay again for the AI on it. Part of that already exists. Server-dependent features such as image generation carry daily limits, which can be removed with an iCloud+ subscription plan. But there is another change coming that is reliant on Apple being able to convince people to pay for Siri AI. Apple states that starting with the 2027 software releases, enhanced access to server-side features including Siri AI will be available, that usage limits will apply in future, and that increased access will carry a fee. One direction Apple may take can be seen in the current iCloud pricing tiers. In this case, certain features like summaries of connected camera feeds are capped to one camera at the 2 TB Apple iCloud+ subscription plan (₹749 per month), with two cameras and five cameras being unlocked at more expensive plans (₹2,999 or ₹5,900 per month). Padhi expects Apple to fold AI into a subscription rather than sell it separately, since Private Cloud Compute carries a real and recurring cost. The likely form is a tiered plan added to what users already pay, most probably bundled with iCloud+, mirroring Google, where Gemini access sits inside Google One. On the cost for using the AI experiences, the answer is unfavourable for Apple. Apple has said higher usage will carry a fee and on-device advanced features will cost consumers more in the future, based on how reliant they are on Siri AI. The paradox is that sophisticated customers who pay a premium for Apple iPhones are also the most in need of reliable smartphone-centric AI tools. On that front, iOS 27 is Apple's best foot forward till date. But when it comes to consistency for its AI features and the high entry cost, it remains an uneven proposition for those in India at the moment.
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