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

AirPods Pro 3 Mock Feature

AirPods Pro 3 Just Months Away – Here's What We Know

Friday April 18, 2025 5:16 am PDT by
Despite being more than two years old, Apple's AirPods Pro 2 still dominate the premium wireless‑earbud space, thanks to a potent mix of top‑tier audio, class‑leading noise cancellation, and Apple's habit of delivering major new features through software updates. With AirPods Pro 3 widely expected to arrive in 2025, prospective buyers now face a familiar dilemma: snap up the proven...
iphone 17 air dummy unbox therapy

iPhone 17 Air's Extreme Thinness Demoed in New Video

Tuesday April 22, 2025 10:22 am PDT by
Apple plans to release an all-new super thin iPhone this year, debuting it alongside the iPhone 17, iPhone 17 Pro, and iPhone 17 Pro Max. We've seen pictures of dummy models, cases, and renders with the design, but Lewis Hilsenteger of Unbox Therapy today showed off newer dummy models that give us a better idea of just how thin the "iPhone 17 Air" will be. The iPhone 17 Air is expected to be ...
ipad air windows 11 arm

M2 iPad Air Runs Windows 11 ARM via Emulation, Thanks to EU Rules

Tuesday April 22, 2025 5:01 am PDT by
A developer has demonstrated Windows 11 ARM running on an M2 iPad Air using emulation, which has become much easier since the EU's Digital Markets Act (DMA) regulations came into effect. As spotted by Windows Latest, NTDev shared an instance of the emulation on social media and posted a video on YouTube (embedded below) demonstrating it in action. The achievement relies on new EU regulatory...
iphone 16 pro models 1

17 Reasons to Wait for the iPhone 17

Thursday April 17, 2025 4:12 am PDT by
Apple's iPhone development roadmap runs several years into the future and the company is continually working with suppliers on several successive iPhone models simultaneously, which is why we often get rumored features months ahead of launch. The iPhone 17 series is no different, and we already have a good idea of what to expect from Apple's 2025 smartphone lineup. If you skipped the iPhone...
iOS 18

iOS 18.5 Includes Only a Few Changes So Far

Monday April 21, 2025 11:00 am PDT by
Apple seeded the third beta of iOS 18.5 to developers today, and so far the software update includes only a few minor changes. The changes are in the Mail and Settings apps. In the Mail app, you can now easily turn off contact photos directly within the app, by tapping on the circle with three dots in the top-right corner. In the Settings app, AppleCare+ coverage information is more...
iphone 17 pro majin bu sky blue

iPhone 17 Pro Allegedly Coming in Sky Blue Color Used for MacBook Air

Tuesday April 22, 2025 4:08 am PDT by
Apple will unveil the iPhone 17 Pro in a new Sky Blue color, the same color that debuted on the latest M4 MacBook Air models Apple released in March. That's according to the leaker Majin Bu. Concept mockup from Majin Bu Writing on his website, Bu claims that "sources close to the supply chain confirm that several iPhone 17 Pro prototypes have been made in various colors, with Sky Blue...
maxresdefault

iPhone 17 Pro Launching Later This Year With These 12 New Features

Sunday April 13, 2025 7:52 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. Subscribe to the MacRumors YouTube channel for more videos. Below, we recap key changes rumored for the iPhone 17 Pro models as of April 2025: Aluminum frame: iPhone 17 Pro models are rumored to have an aluminum frame, whereas the iPhone 15 Pro and ...

Top Rated Comments

groove-agent Avatar
13 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
13 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
13 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
13 months ago
Let's gooooo -- WWDC is gonna be dope.

Attachment Image
Score: 36 Votes (Like | Disagree)
TVreporter Avatar
13 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
13 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)