Apple is reconsidering its strategy for Siri, potentially shifting from developing its own in-house AI model to partnering with established firms like OpenAI or Anthropic. Bloomberg’s Mark Gurman reports that Apple is in early discussions to integrate either ChatGPT or Claude into Siri, asking these companies to adapt their models for Apple’s cloud infrastructure. Despite ongoing development of an internal language model, named LLM Siri, Apple has faced challenges in modernizing Siri to compete with advancements from rivals. The company, which initially remained passive during the generative AI surge led by ChatGPT, is now experiencing increased pressure as users express frustration with Siri’s performance. A promised revamp, originally expected at the 2024 WWDC, has faced postponements while Apple formulates its strategy, with an anticipated launch now potentially pushed to spring 2026. This shift could signal a significant turning point for Apple’s approach to artificial intelligence and voice assistance.
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