Apple used its annual Worldwide Developers Conference to unveil an all-new version of Siri, signaling the company's broader ambition to compete for dominance in consumer artificial intelligence.
According to the Indian Express, the revamped assistant is designed to bring the roughly 15-year-old virtual assistant up to speed with rivals OpenAI's ChatGPT and Google's Gemini — two products that have reshaped public expectations of what AI assistants can do.
The announcement marks Apple's most direct acknowledgment yet that Siri, long seen as falling behind the conversational AI wave, needs a fundamental overhaul rather than incremental updates. The company is framing the new Siri as the centerpiece of a wider consumer AI strategy.
Apple's recently released Siri AI strategy also highlights growing demand related to how users interact with and potentially replace older AI tools, according to 매일경제.
Why it matters: Apple controls one of the world's largest installed bases of smartphones and devices, and a genuinely capable Siri could rapidly shift millions of users toward Apple's AI ecosystem — putting real competitive pressure on Google and OpenAI in a market that is still very much up for grabs.