Apple is expected to unveil a major overhaul of Siri at its annual Worldwide Developers Conference on Monday, a move that could help the company regain momentum in the rapidly evolving artificial intelligence market after two years of delays and setbacks.
Siri, first introduced in 2011, is available across Apple’s vast ecosystem of approximately 2.5 billion devices. However, the assistant has struggled to keep pace with newer AI tools from companies such as OpenAI and Anthropic, which have attracted hundreds of millions of users seeking more conversational and capable digital assistants.
Industry analysts believe Apple’s greatest advantage lies in the vast amount of personal information already stored on users’ devices, including emails, messages, calendars and app data. If Siri can securely access and interpret that information, it could provide more personalized responses and perform more complex tasks on behalf of users.
Privacy remains a key challenge. Apple’s operating systems are designed to limit data sharing between apps, and much of the information stored on devices cannot be accessed without user permission. Analysts say Apple must find ways to leverage that data while maintaining its long-standing privacy commitments.
Among the expected announcements are a new chat-style Siri experience and a “personal context” feature that would allow users to share more of their device data with the assistant. Apple is also expected to expand tools that allow developers to connect their apps with Siri and potentially choose among AI models from companies such as OpenAI, Anthropic and Google’s Gemini platform.
Rather than emphasizing cutting-edge AI technology for its own sake, analysts expect Apple to focus on practical features that improve everyday experiences for consumers.
Experts say Apple is unlikely to heavily promote more advanced AI agent technologies that can independently perform complex online tasks. While competitors such as Microsoft and NVIDIA have explored those capabilities, analysts believe security and reliability concerns make them premature for widespread consumer use.
Wall Street has remained largely supportive of Apple’s approach. The company’s stock has risen about 50% over the past year, trailing gains by Alphabet but outperforming Microsoft.
For Apple, Monday’s presentation may represent an opportunity to show that Siri can evolve from a basic voice assistant into a more intelligent and useful AI companion.
Source: Reuters