What Capabilities Will the Enhanced Siri Offer?
Currently, Siri's responses are powered by ChatGPT or Google search results. However, Apple has indicated that its roadmap includes more extensive use of generative AI, both through in-house development and external partnerships.Upgraded Siri is expected to provide more accurate and concise answers, according to anonymous sources cited by Bloomberg. Powered by Google's large language model, the search interface will be able to extract information from text, images, videos, and local landmarks to answer queries. It will also draw contextual data from screen content and personal information.
Overall, Apple aims to make the new Siri more effective at navigating users' devices through voice commands.
Foundation Search System
Apple plans to develop a foundational search system to enhance how devices identify and retrieve data—for instance, locating specific photos—while also offering broader access to general knowledge, as reported by Bloomberg. This functionality will be directly integrated into the device.
The new Siri will also gain access to customized versions of Google’s Gemini model, OpenAI’s models, or Anthropic’s Claude, all hosted on Apple’s private cloud servers. Specific models for search and AI functions have not yet been finalized. One confirmed detail is that user data will be processed using Apple's own Apple Foundation Models to ensure privacy. Apple’s generative AI initiatives involve both financial and personnel considerations.
Apple has taken a relatively cautious approach to implementing generative AI features in its devices. Apple Intelligence, launched in October 2024, utilizes both OpenAI’s models and on-device models. The full-scale revamp of Siri is a separate yet related endeavor.
Although Apple’s internal evaluations favored Claude, Google reportedly offered more favorable financial terms. Additionally, Apple is building a dedicated team focused on answers, knowledge, and information to develop a search application featuring a chatbot interface. Meanwhile, Meta lured away Apple's top AI executive in July as part of Facebook’s aggressive nine-figure recruitment drive.
Future Plans for Generative AI
Apple is exploring multiple pathways to integrate generative AI across its product lineup.
Proprietary AI chips are on the roadmap for 2027 to further reduce Apple’s reliance on Intel. As reported by Bloomberg, Cupertino is also considering acquiring Perplexity and Mistral to bring generative AI models in-house. While Perplexity is no longer under consideration, Apple recently met with Mistral in July.
Enhanced Siri technology may also extend into hardware, including a mobile home robot planned for 2027. The upcoming iPhone 17 will support Apple’s vision of a more "intelligent ecosystem."
Industry analysts believe the iPhone 17 launch marks a key turning point for Apple in aligning its devices around a smarter, context-aware ecosystem.
"If you look beyond the company’s recent missteps with Apple Intelligence and envision how an intelligent and context-aware Siri could connect users to the world, you begin to grasp the massive scale of what Apple is building," said Dipanjan Chatterjee, VP and principal analyst at Forrester, in an email to TechRepublic.
"The September launch [iPhone 17] is a step toward aligning a suite of devices for a seamlessly connected intelligent ecosystem. The iPhone 17 lineup is built from the ground up for Apple Intelligence, and Apple’s other devices, such as the Watch and AirPods, will leverage context-sensitive data—like biometrics, sleep, and audio environment—to deliver relevant experiences."
