At WWDC, Apple unveils a revamped AI strategy for Siri, leaning on personal data, privacy safeguards, and even Google’s Gemini to catch up with rivals.
Image: Reuters
Apple used this year’s Worldwide Developers Conference (WWDC) to showcase a renewed push into artificial intelligence, with a particular focus on upgrading Siri into a more capable and conversational assistant.
Two years after first introducing “Apple Intelligence,” the company returned with a more cautious but practical approach after earlier Siri upgrades were delayed and widely criticised. The new version, referred to as Siri AI, is designed to better understand personal context and perform tasks across apps such as Mail, Maps, and Calendar.
Apple says the assistant will rely on on-device data — including messages, emails, and schedules — to deliver more personalised responses, while maintaining the company’s strict privacy standards. However, analysts note that balancing advanced AI features with Apple’s privacy restrictions remains a key technical challenge.
In a notable shift, Apple has also turned to Google’s Gemini technology to help power parts of its AI system, alongside potential integrations with other providers such as OpenAI and Anthropic. The move signals Apple’s attempt to accelerate its AI development without matching the massive infrastructure spending of its competitors.
Developers are expected to gain new tools to connect their apps with Siri, potentially expanding its usefulness across Apple’s ecosystem. However, some features will be limited or delayed in certain regions due to regulatory concerns.
Despite lagging behind rivals in generative AI, Apple’s core business has remained strong, supported by steady iPhone demand. The company is now betting that a privacy-focused, tightly integrated AI assistant can help it regain momentum in the AI race.
