Overview

• Apple is rebuilding Siri from the ground up using a large language model (LLM) architecture to create a more conversational and data-synthesizing assistant.
• Significant Siri upgrades promised last year remain months from release and are unlikely to feature prominently at the upcoming WWDC in June 2025.
• Apple is separating the Apple Intelligence brand from Siri in its marketing to address Siri’s poor reputation and avoid overhyping incomplete features.
• Internal leadership challenges, including reluctance from software chief Craig Federighi, have delayed Apple’s AI advancements since generative AI gained prominence in 2022.
• The AI team in Zurich is leading efforts to implement on-device privacy and web integration for improved Siri functionality and training capabilities.