Apple has been focusing on enhancing its artificial intelligence (AI) capabilities, with a particular emphasis on its Apple Intelligence package. This initiative was launched in the United States in October 2024 and has been gradually expanded with new features. These developments were initially announced during the Worldwide Developers Conference (WWDC) in June 2024. Apple plans to introduce even more features with the upcoming iOS 18.4 update and beyond.
An internal memo from Apple has revealed the company’s top priorities in its AI efforts for the current year. The memo indicates that Apple Intelligence is not just about improving Siri, the digital assistant, but also about developing better AI models.
Apple is striving to catch up in the AI race, aiming to compete with the likes of ChatGPT and Google Gemini. However, the rollout of Apple Intelligence features has been slower than anticipated. Additionally, the company had to retract AI-generated news summaries due to inaccuracies and misleading information.
According to Bloomberg reporter Mark Gurman, Apple plans to revamp its AI and Siri efforts following a sluggish start. The memo from Apple’s AI chief, John Giannandrea, highlights the transfer of Kim Vorrath, a key figure in the company, to the AI department. Vorrath, who has been with Apple for 36 years, previously helped launch Vision Pro software. Her move to the AI division suggests that Apple Intelligence is now a higher priority than the company’s own headset. Internally, Vorrath is known as a problem solver and has contributed to the software for the first iPhone.
The internal memo outlines two main goals for Apple’s AI endeavors in the coming months. First, there is a focus on enhancing Siri, and second, the development of improved proprietary AI models. Giannandrea acknowledged that Apple is still somewhat behind in the AI landscape. For instance, Samsung has announced its AI-equipped Galaxy S25, while Google has integrated its Gemini AI into nearly all its apps and devices.
Gurman previously reported that Siri is undergoing a significant transformation into “LLM Siri,” essentially a chatbot. This transformation aims to bring Siri up to par with ChatGPT and Gemini, enabling users to interact with Siri in natural language. Achieving this requires a comprehensive overhaul and a new engine.
With the development of “LLM Siri,” a connection to ChatGPT, as seen in iOS 18.2, may no longer be necessary. Observers view the ChatGPT integration in iOS as a temporary solution. Apple is known for preferring its own software and hardware solutions over partnerships for core technologies.
According to Gurman, the Siri enhancements promised for 2025 are just the first step. The upcoming upgrades with iOS 18.4 are expected to make daily Siri usage easier, but they won’t be the complete transformation that the service truly needs. It may take another year for Siri to become a chatbot like ChatGPT or Gemini. The integration of “LLM Siri” might only occur with iOS 19.4, which could be released in April 2026.
For now, Apple is preparing to release iOS 18.3, which will include only minor updates and optimizations. With the release of iOS 18.4, not only will Siri be improved, but Apple Intelligence is also expected to officially launch in Europe, including Germany.
