Apple Overhauls Siri With New Artificial Intelligence Features to Close Gap With Tech Rivals
- tech360.tv
- 7 hours ago
- 3 min read
Apple rolled out a long-delayed overhaul of Siri at its annual Worldwide Developers Conference in Cupertino, California. The company introduced Siri AI, a more conversational assistant with a standalone app and the ability to analyze what is on a user's screen.
The update comes two years after Apple first promised major upgrades that were repeatedly delayed. Users will be able to revisit past Siri conversations, and the assistant can locate details like an address mentioned in a message even if it was never formally saved.
The changes mark Apple's most significant attempt yet to revive Siri, which has struggled to keep pace with OpenAI's ChatGPT, Anthropic's Claude, and Google's Gemini. Rivals have moved faster to embed agentic AI, or software that can carry out complex tasks, into everyday computing.
Apple software chief Craig Federighi said during his keynote speech that some competitors appear to be racing forward, seemingly pursuing AI for the sake of AI, without clear regard for the people it is ultimately meant to serve.
Apple has taken a different approach from rivals by largely avoiding the framing of fully autonomous agents. Instead, the company emphasizes practical features integrated into everyday tasks.
President and chief analyst at TECHnalysis Research Bob O'Donnell said this finally delivers on the promise of Siri from 15 years ago. O'Donnell said it is AI for the masses rather than being truly agentic, adding that this is the kind of smarts a lot of people are looking for.
Still, early reception from analysts was measured, with MoffettNathanson analyst Craig Moffett stating the updates were not earth-shaking but should make Siri a credible chatbot and possibly a credible agent. Apple shares closed 1.9% lower at USD 301.54 on the Nasdaq.
Apple is leaning on partners to power parts of its AI push, built using Google's Gemini technology and larger models running in cloud infrastructure using Nvidia chips.
Apple stressed that personal data would remain private, with most processing done on users' devices or through its own system designed to shield data from outside access. However, PP Foresight analyst Paolo Pescatore said needing greater visibility about a user's digital life creates an inevitable tension between convenience and privacy.
Siri AI can help users search through messages and emails, and images and searches will be saved to a new freestanding app available across iPhones, iPads, and Macs. Other AI capabilities are executed entirely on-device.
Due to privacy and security concerns, Siri AI will not be available initially in the European Union on iPhones or iPads, and it will not be available in China as the company works through regulatory issues.
Beyond Siri, Apple announced new child-safety controls that allow parents to manage the apps, websites, and contacts their children can access. Messaging apps will blur graphic images by default and alert parents, expanding earlier safeguards focused on nudity.
The company also introduced upgrades to its image-generation tools and added AI features to its Safari browser, such as checking whether items are back in stock on a website.
Apple introduced Siri AI with screen-awareness, a standalone app, and conversational upgrades at its annual conference in Cupertino, California.
The company is using Google's Gemini technology and Nvidia chips to power its models, while maintaining that data is kept private through on-device processing and its own private cloud network.
Siri AI will not be available initially in the European Union or China due to regulatory, privacy, and security concerns.
Source: REUTERS
