Enhanced Siri Voice Assistant Set to Debut at 2024 WWDC, Powered by Generative AI Technology

Apple is undergoing a strategic transformation, sharpening its focus on artificial intelligence (AI) technology to keep pace with competitors. A recent report from The New York Times reveals the details of this shift.

Last year, Apple executives decided to reimagine Siri. Senior Vice President of Software Engineering Craig Federighi and Senior Vice President of Machine Learning and AI Strategy John Giannandrea spent several weeks testing OpenAI's ChatGPT to understand why Siri was lagging behind. The report indicates that the Siri team has not received the same level of resources and attention as other Apple teams, and the company faces challenges in recruiting and retaining top AI researchers.

Apple's executives are concerned that AI advancements could threaten the iPhone's market share, potentially rendering the device a "dumb brick" compared to operating systems with integrated AI applications. This concern has prompted Apple to undergo significant restructuring, determined to catch up in the race for AI tools. The company is reallocating employees and resources to the AI sector, which is one of the reasons for its decision to cancel the electric vehicle project. Notably, the upcoming iPhone 16 is expected to feature increased memory to support enhanced AI capabilities.

Will Apple completely overhaul Siri? During the WWDC keynote on June 10, the company is expected to unveil a suite of AI tools, including a more conversational version of Siri that can handle tasks such as setting timers, creating calendar appointments, and summarizing text. Apple aims to promote this new Siri as a more private alternative to competing AI services, processing user requests on local devices instead of relying on remote data centers.

This initiative underscores Apple’s ambition and commitment in the AI arena, signaling a resolve to stay at the forefront of technological advancements.