Apparently, Apple is working to completely redesign Siri while separating it from the Apple Intelligence brand. The business appears to be shifting to damage control after a string of mistakes with its AI plan. According to Apple sources, the so-called “LLM Siri” will have architecture that is “entirely ( built ) on an LLM-based engine,” making it “more believably conversational and better at synthesizing information.”
Apple is looking into ways to compare Siri’s processed training data to emails from actual phone users, where the synthesis process takes place on-device and only the resultant AI training data is returned. According to Bloomberg, the business is even considering turning Siri into an AI web search engine that can “grab and produce data from various sources” using the internet.
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The company previously made a promise at WWDC about an AI-augmented Siri that would integrate with ChatGPT and listen to natural language commands in the year. Although Apple first promised the feature may debut within the year, it has not yet been fully developed, with rumors now suggesting that it might take some time before 2026.
As a temporary solution, an integration for ChatGPT was added to iOS 18.2 that allows users to send calls that can’t be handled on-device to OpenAI’s robot, in addition to a dozen other conceptual AI tools. However, these disruptions have resulted in a class-action complaint filed in March alleging that Apple misled iPhone 16 purchasers by promising to provide characteristics that haven’t yet been revealed.
According to Bloomberg, the company is “unlikely” to explore Siri in detail at WWDC 2025 and will no longer business features until they are ready to launch. Additionally, it attempts to keep Apple Intelligence from Siri in mind so that it doesn’t associate its new AI capabilities with Siri’s less-than-stellar status.
However, the work may come off as too little or delayed. Many people may choose to move to a third-party Siri, according to reports from Apple, unless Apple significantly improves its AI products.
In the past year, Apple has been forced by EU rules to make a variety of pro-competition changes, including allowing users to remove pre-installed apps and deploy third-party app stores. Apple Intelligence’s transfer in the region was delayed by “regulatory difficulties brought about by the Digital Markets Act,” which was the only release date for people in the EU.
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Apple has been catching up on ChatGPT since it first launched.
The statement from Bloomberg explains why Apple has been having trouble with its AI plan. Before ChatGPT was introduced in late 2022, according to solutions, Apple Intelligence “wasn’t perhaps an idea,” and Craig Federighi, head of software engineering, was reluctant to invest heavily in AI without a clear end objective.
John Giannandrea, Apple’s Artificial manager, is also at fault for some of this. Employers claim that his less “forceful” leadership style prevented him from obtaining first funding and didn’t violently motivate his groups. He reportedly downplayed Google and OpenAI as potential competitors and said users were disinterested in AI assistants because they frequently chose to turn them off. Giannandrea has since been fired from directing Siri, robotics, and product development, which is apparently “relieved” around.
Apple originally intended to add conceptual AI features to the existing framework before committing to a complete Siri rebuild. That strategy, however, immediately disintegrated. You fix one problem, and three more come up, an individual told Bloomberg.
