According to Apple Insider, although the specific launch date is still unknown, Apple's leaders are said to be seriously pursuing this direction.
Apple employees told Bloomberg that the company's executive board wants Siri to become a formidable competitor to ChatGPT. Previously, former Siri director John Giannandrea was cautious about this direction, but now the board has leaning towards turning Siri into a smarter, more autonomous chatbot.
Apple has begun integrating ChatGPT into Siri, but developing a separate system could help the company eliminate its dependence on OpenAI services while controlling user data more closely. An internal chatbot that Apple has been testing for the past few years is said to have achieved very positive results in the past 6 months. Internal staff assessed that this chatbot has the same response capability as ChatGPT.
Apple's leaders are also considering the possibility of Siri or future chatbots being able to search for data from various sources on the Internet, helping to improve answer quality by combining existing knowledge with updated data.
In addition to the goal of enhancing Siri's power, Apple also hopes that cai tiening the virtual assistant will help reduce costs related to search engines. With a20 billion VND default deal with Google at risk, a smarter Siri could help Apple attract new users while reducing dependence on outside partners.
Another feature that was announced for Siri but not yet released is the ability to interact more deeply with applications on the iPhone. When deployed, Siri can perform in-app operations on behalf of users - which helps maintain the role of the App Store in Apple's software ecosystem, which brings in about 20 billion USD per year.
However, Apple does not seem to be announcing Siri-related plans widely at the WWDC 2025 Conference, which opens on June 9 (Hanoi time). Although it will mention updates related to Apple Intelligence, including AI-optimized battery management systems, Siri may be "inferior" in marketing campaigns.
It is known that Apple also intends to separate Siri from Apple Intelligence in terms of brand, due to concerns that Siri's image will negatively affect the new AI product.
