Apple unveiled a series of AI upgrades to Siri at its annual Worldwide Developers Conference, including better voice recognition and a standalone app. The revamp, called “Siri AI,” is capable of analyzing what’s on the device screen and has broad world knowledge that allows it to reach out to the web for more information. Users will also be able to refer back to previous Siri conversations and find bits of information like a friend’s address sent in a message.
“Truly helpful AI must be centred around you and your needs,” Apple software chief Craig Federighi said, emphasizing that integrating AI deep into products users rely on is key. This vision for Apple Intelligence comes after the company’s initial promise of a Siri revamp in 2024 was followed by multiple delays, leaving it lagging behind rivals like Microsoft and Google.
The overhaul has been the focus of this year’s developer conference as Apple seeks to close the gap with competitors that have embedded “agentic” AI into everyday computing. With OpenAI’s ChatGPT, Anthropic’s Claude, and Google’s Gemini AI chatbots gaining traction among consumers, Apple’s Siri, which was the first mainstream voice assistant when it launched in 2011, has been on a losing streak.
Siri AI will come with a new voice experience that allows the assistant to sound more expressive and conversational. It will also be available on iPads, though not initially in the EU or China due to regulatory issues. Apple is adding new features to blur images of gore by default in messaging apps and alert parents, building on earlier tools for nudity.
The company is working with the American Academy of Pediatrics to create a guide for parents to establish healthy digital habits for their children. Despite its cautious approach to AI, Apple has powerful chips in many devices that can run AI agents without additional cost, as users have already paid for the computing power when they purchased the devices.