Apples AI Ambitions ChatGPT Rival And Siris Overhaul

Apple is intensifying its efforts in artificial intelligence, focusing on two main fronts: enhancing its voice assistant Siri with advanced large language models (LLMs) and developing a proprietary AI model to compete directly with offerings like ChatGPT. This dual approach aims to make Siri more natural and capable in conversation and complex reasoning, as reported by Mark Gurman of Bloomberg.

Developing a ChatGPT Competitor

Apple is currently testing multiple versions of its own generative AI model. These models vary in complexity, with parameter counts ranging from 3 billion up to 150 billion. The most extensive version of this model operates in the cloud and has demonstrated performance levels comparable to recent versions of ChatGPT. However, development is not without its challenges; the model reportedly still shows a concerning tendency to generate inaccurate information or "hallucinate" facts. Additionally, there are ongoing internal discussions and some disagreements within Apple regarding the future strategic direction for these AI developments.

Revamping Siri and Exploring New Chatbot Technology

In its Zurich-based AI labs, Apple is engineering a new architecture for Siri. This project is designed to replace the voice assistant's current, aging, and fragmented hybrid system, which has evolved somewhat haphazardly over the years. The goal is a more modern and capable Siri. Concurrently, the company is testing a separate chatbot, internally codenamed "Knowledge." This chatbot is being developed to collect and analyze information sourced from the internet. The development of "Knowledge" is under the leadership of Robbie Walker, who has previous experience leading the Siri team.

Uncertain Timelines and Strategic Caution

The exact release dates for these new AI features and the revamped Siri remain undisclosed. It is considered unlikely that Apple will present a detailed AI plan at the WWDC 2025 conference. This cautious stance is likely influenced by the criticism Apple received following the announcement of Apple Intelligence last year, as a majority of the showcased features have not yet been released to the public.

Exploring AI Integrations and Partnerships

Looking ahead, Apple reportedly plans to incorporate Google's Gemini AI as an alternative to ChatGPT functionalities within Siri in the upcoming iOS 26. Furthermore, Apple is also in discussions with Perplexity AI to potentially integrate Perplexity's AI services into both Siri and the Safari browser. This move towards integrating external AI technologies is noteworthy, especially as it was recently reported that Samsung is also integrating Perplexity's AI into its Galaxy devices, highlighting a broader industry trend.