Apple appears ready to revolutionize its virtual assistant. Reports suggest the company will soon transform Siri into an advanced Siri chatbot, reminiscent of OpenAI’s ChatGPT. This significant development, highlighted by Bloomberg journalist Mark Gurman, signals a major shift in Apple’s artificial intelligence strategy.
Furthermore, the revamped Siri, internally codenamed “Campos,” could debut with iOS 27. It is also expected to be a key feature at Apple’s upcoming WWDC presentation in June. This move positions Apple to directly challenge the growing dominance of competitor AI platforms.
Internal Shift: Embracing the Chatbot Era
Interestingly, the new chatbot-style Siri will support both voice and text-based interactions, offering users greater flexibility. Previously, Apple senior vice president Craig Federighi expressed reservations about Siri functioning as a traditional chatbot. He instead favored seamlessly integrated AI features that activate only when necessary.
However, Apple’s approach seems to have evolved. Consequently, the company is now embracing the chatbot model as rival AI solutions gain significant market traction. This strategic pivot may also reflect Apple’s growing concerns about potential competition from OpenAI, which is reportedly venturing into the hardware market, led by former Apple design chief Jony Ive.
Apple’s Proactive AI Catch-Up Efforts
For some time, Apple has faced criticism for lagging behind competitors in the expansive AI landscape. The company previously postponed the launch of a “more personalized Siri” multiple times. Last year, Apple dedicated considerable resources to evaluating potential AI partners.
Ultimately, according to reports, Apple tested technologies from various competitors, including Anthropic and OpenAI. Nevertheless, the tech giant ultimately selected Google’s Gemini. Apple and Google officially confirmed their landmark partnership earlier this month, marking a significant collaboration. It’s important to note that Apple has not yet publicly commented on these reported Siri chatbot plans.
