Report: Revamped Siri to Be at the Core of Apple's New AI Strategy

Apple's shift to develop its own AI technology to keep up with competitors was today detailed in a The New York Times report.

Apple Silicon AI Optimized Feature Siri 1
Citing sources familiar with Apple's work, the report explains that the decision to revamp Siri was taken early last year by Apple's most senior executives. Senior vice president of software engineering Craig Federighi and senior vice president of Machine Learning and AI Strategy John Giannandrea are said to have spent several weeks testing OpenAI's ChatGPT to understand the ways in which the competitor made ‌Siri‌ look antiquated. The ‌Siri‌ team purportedly failed to receive attention and resources compared to other groups inside Apple, and the company has struggled to recruit and retain leading AI researchers.

Apple executives are said to be concerned that AI threatens the iPhone's market share because it has the potential to become a more compelling operating system with an ecosystem of AI apps that undermine the App Store. Apple apparently fears the ‌iPhone‌ becoming a "dumb brick" compared with other technology.

This conclusion triggered a significant reorganization at Apple amid determination to catch up in the race to develop AI tools. The company moved to reallocate employees and resources toward AI, and the change of strategy was a contributing factor in the decision to cancel its electric vehicle project. Apple's upcoming iPhone 16 models will supposedly feature more memory to support AI features.

Apple is expected to reveal a series of AI tools at its WWDC keynote on June 10, including an improved version of ‌Siri‌ that is more conversational and capable, with the ability to "chat" rather than merely respond to individual queries. The company is working on making ‌Siri‌ better at handling tasks such as setting timers, creating calendar appointments, adding items to Reminders, and summarizing text. Apple plans to market the new version of ‌Siri‌ as a more private alternative to rival AI services because most requests will be processed on-device rather than remotely in data centres. See the full The New York Times article for more information.

Popular Stories

maxresdefault

Apple Releases iOS 18.4 With Priority Notifications, Ambient Music, New Emoji and More

Monday March 31, 2025 10:03 am PDT by
Apple today released iOS 18.4 and iPadOS 18.4, the fourth major updates to the iOS 18 and iPadOS 18 operating system updates that came out last year. iOS 18.4 and iPadOS 18.4 come two months after Apple released iOS 18.3 and iPadOS 18.3. Subscribe to the MacRumors YouTube channel for more videos. The new software can be downloaded on eligible iPhones and iPads over-the-air by going to...
iOS 19 Mock WWDC25 Feature

iOS 19 Expected to Run on These iPhones

Monday March 31, 2025 5:28 pm PDT by
iOS 19 will not be available on the iPhone XR, iPhone XS, or the iPhone XS Max, according a private account on social media site X that has accurately provided information on device compatibility in the past. The iPhone XR, iPhone XS, and iPhone XS Max all have an A12 Bionic chip, so it looks like iOS 19 will discontinue support for that chip. All other iPhones that run iOS 18 are expected...
iPhone 17 Pro 34ths Perspective

iPhone 17 Pro Launching Later This Year With These 10 New Features

Sunday March 23, 2025 10:00 am PDT by
While the iPhone 17 Pro and iPhone 17 Pro Max are not expected to launch until September, there are already plenty of rumors about the devices. Below, we recap key changes rumored for the iPhone 17 Pro models as of March 2025: Aluminum frame: iPhone 17 Pro models are rumored to have an aluminum frame, whereas the iPhone 15 Pro and iPhone 16 Pro models have a titanium frame, and the iPhone ...
AirPods Pro Firmware Feature

Apple Releases New Firmware for AirPods Pro 2 and AirPods 4

Monday March 31, 2025 11:27 am PDT by
Apple today released new firmware updates for all AirPods 4 and AirPods Pro 2 models. The new firmware is version 7E93, up from the 7B21 firmware that was installed on the AirPods Pro 2 and the 7B20 firmware available on the AirPods 4 and AirPods 4 with ANC. It is not immediately clear what new features or changes are included in the new firmware, but we'll update this article should we find ...
top stories 2025 03 29

Top Stories: WWDC 2025 Announced, iPhone 17 Pro and iOS 19 Rumors, and More

Saturday March 29, 2025 6:00 am PDT by
Apple's big developer event is a little over two months away, and rumors about what we can expect to see in Apple's next major operating system updates are becoming increasingly frequent. A public release of iOS 18.4 is also imminent with a number of updates and improvements, although we won't be getting the major Apple Intelligence Siri upgrades that had reportedly been planned for this...
iOS 19 visionOS UI Elements

Apple Codename Provides Clue About iOS 19's Rumored New Design

Sunday March 30, 2025 6:40 am PDT by
Multiple sources have claimed that iOS 19 will introduce a new design with more translucent buttons, menus, notification banners, and more, and there is now another clue that points towards this glass-like appearance. Bloomberg's Mark Gurman today said the new design project is codenamed "Solarium" internally. A solarium is a room with glass walls that allow in plenty of sunlight, so this...
macOS Sequoia Feature

Apple Releases macOS Sequoia 15.4 With Mail Categorization and More

Monday March 31, 2025 10:04 am PDT by
Apple today released macOS Sequoia 15.4, the fourth major update to the macOS Sequoia operating system that launched in September. macOS Sequoia 15.4 comes two months after the launch of macOS Sequoia 15.3. Mac users can download the ‌‌macOS Sequoia‌‌ update through the Software Update section of System Settings. It is available for free on all Macs able to run macOS 15. With...
Magic Mouse Green

What to Expect From the Magic Mouse 3

Saturday March 29, 2025 10:15 am PDT by
Apple is reportedly working on a new Magic Mouse. Below, we recap what to expect. The two key rumors for the Magic Mouse 3 so far include a relocated charging port, along with a more ergonomic design. It was briefly rumored that the Magic Mouse 3 would also feature voice control, but that was misinterpreted information. Relocated Charging Port While the Magic Mouse switched from...

Top Rated Comments

groove-agent Avatar
12 months ago
They could have improved Siri's AI long ago but left it dumb as a post until now. They're just jumping on the AI bandwagon because everyone else is. That's not exactly "leading" the charge in the technology field.
Score: 67 Votes (Like | Disagree)
sw1tcher Avatar
12 months ago

Senior vice president of software engineering Craig Federighi and senior vice president of Machine Learning and AI Strategy John Giannandrea are said to have spent several weeks testing OpenAI's ChatGPT to understand the ways in which the competitor made Siri look antiquated.
It took them several weeks to see what was wrong with Siri and made it antiquated?
Score: 48 Votes (Like | Disagree)
HobeSoundDarryl Avatar
12 months ago
Guys! Guys! Give Apple a break. It takes money to improve software. It takes money to hire & retain talented programmers to make great software. We all know that money has been in very short supply at Apple for the last decade or two...

Oh wait. ;)

Well maybe if they charged 6-8X more for RAM & SSD than market... instead of only 3X-5X more. ;)

Maybe if they ripped the Mac computing guts out of a 27" monitor, stopped including a keyboard and mouse in the box... but charged the same price for only what is left...

Oh wait. ;)

Cut out the "Intel Premium" AND raise prices?

Oh wait. ;)

Courageously turn the masses from $20 wired buds to $170 wireless buds? ;)

$1000 monitor stand? $20 handkerchiefs? $800 wheels? ;)

Get rid of them costly stickers? ;)


I'm at a loss. Perhaps if we started a gofundme??? ;)
Score: 43 Votes (Like | Disagree)
Think|Different Avatar
12 months ago
Let's gooooo -- WWDC is gonna be dope.

Attachment Image
Score: 36 Votes (Like | Disagree)
TVreporter Avatar
12 months ago
It took them several weeks to realize Siri was antiquated?

Where have they been for the past decade!
Score: 31 Votes (Like | Disagree)
Koni17 Avatar
12 months ago
How many big wigs did it take to realize Siri needed to be revamped? And not only that, but to only start reacting early last year? It's as if absolutely no one was even checking in on what was going on in the AI world until Chat GPT literally showed up everywhere. Better late than never I suppose, but this just screams incompetence.
Score: 29 Votes (Like | Disagree)