Apple has rolled out its long-awaited Siri AI upgrade, introducing a more conversational digital assistant with screen awareness and web integration as the technology giant seeks to narrow the gap with rivals in the fast-growing artificial intelligence market.
The new Siri AI was unveiled during Apple’s annual Worldwide Developers Conference (WWDC) in California, marking the company’s most significant overhaul of Siri since its launch 15 years ago.
According to Reuters, the upgraded assistant can analyse content displayed on a user’s screen, retrieve information from messages and emails, and allow users to revisit previous conversations. Siri AI will also operate through a standalone application synchronised across iPhones, iPads and Mac devices.
Apple software chief Craig Federighi said the company was focused on developing AI features that serve users’ practical needs rather than pursuing AI for its own sake.
Industry analysts viewed the update as an important step forward, although some described the announcement as evolutionary rather than groundbreaking. TECHnalysis Research chief analyst Bob O’Donnell said the upgrade finally delivers on Siri’s original promise, while MoffettNathanson analyst Craig Moffett said it should make Siri a credible chatbot and potentially a capable AI assistant.
Apple is also leveraging external technologies to support its AI ambitions, with some models built using Google’s Gemini technology while larger AI models will run on cloud infrastructure powered by Nvidia chips.
The company stressed that user privacy remains central to its AI strategy, with most processing conducted on-device or through Apple’s proprietary cloud systems.
However, Siri AI will not initially be available on iPhones and iPads in the European Union due to regulatory and privacy concerns. The feature will also be unavailable in China while Apple works through local regulatory requirements.
Apple shares closed 1.9% lower at US$301.54 following the announcement.
Reuters
