Apple is secretly testing an internal AI chatbot, codenamed “Veritas,” aimed at upgrading Siri’s capabilities. Unlike rivals like ChatGPT and Google Gemini, which engage public users for feedback, Apple restricts Veritas to employee testing—a strategy raising concerns about missing valuable insights from a broader audience. Veritas allows employees to engage in advanced, multi-turn conversations, showcasing features like personal data searches and streamlined in-app actions, essentially presenting a glimpse of a more intelligent Siri. However, this closed-door approach contrasts sharply with the rapid innovation seen in the public domain, leading analysts to question whether Apple’s secrecy will enhance or hinder its AI development timeline. Moreover, with previous AI initiatives receiving lackluster responses and next-gen Siri delayed, Apple’s traditional control over product launches conflicts with the fast-paced demands of AI development. The future of Siri could depend on Apple’s willingness to embrace a more open, iterative approach to AI testing.
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