Apple Boosts Siri As AI Race Intensifies

Apple on Monday unveiled new artificial intelligence advances including upgrades to its Siri assistant, emphasizing a focus on privacy and day-to-day use as the iPhone maker tries to catch up to rivals when it comes to AI.

Siri AI, which was introduced at the start of Apple’s annual World Wide Developers Conference, has been highly anticipated by users and developers. While Siri was launched in 2011, it fell behind other voice assistants and was derided even by Apple fans.

It is the last WWDC featuring CEO Tim Cook before he turns his post over to John Ternus in September. Cook received an extended standing ovation and told the audience he is “deeply grateful to have been on this journey with you” and said “the energy around Apple platforms has never been stronger.” The conference, which drew developers from some 65 countries to Apple’s Silicon Valley headquarters, focuses on software, in contrast to the fall unveiling of the latest iPhones.

Apple has sought to distinguish itself from its peers by stressing a privacy-centered approach and integrating AI across its devices and apps. 

There was no mention of AI superintelligence or companion chatbots. Rather, Apple sought to demonstrate how its AI tools can make life easier.

Apple software chief Craig Federighi took some swipes at AI companies — without naming them — that seem to be “pursuing AI for the sake of AI” without clear regard for the people it is supposed to serve. At Apple, he said, “we believe that truly helpful AI should be centered around you and your needs,” which means integrating AI into the products people use every day, with a focus on privacy.

The conference unveiled updates to Apple Intelligence, which was first announced in 2024. It now uses Google’s Gemini AI model to help power its features and processes users’ requests and interactions on their own device and privately on the cloud, making them inaccessible to anyone else.

At the center of it is the new Siri, which Apple said is now a “much more capable assistant” that can help users find what they need and get things done across various Apple devices. For instance, it can create a menu and gather recipes from the web or from your own text messages for a World Cup viewing party and invite friends from a group chat.