Prime Highlight
- Apple is planning a major upgrade to Siri, internally called “Campos,” turning it into a full AI chatbot supporting both voice and text conversations.
- The redesigned Siri aims to enhance user interaction and become a key highlight at Apple’s Worldwide Developers Conference (WWDC) in June.
Key Facts
- Apple has partnered with Google to use the Gemini AI model, helping improve Siri’s conversational AI capabilities.
- The move reflects Apple’s response to growing competition from advanced AI chatbots and its previous delays in launching a more personalised Siri.
Background
Apple is planning a major upgrade to Siri that could turn the voice assistant into a full AI chatbot, according to a report by Bloomberg. The redesigned Siri is expected to work more like popular chatbots such as ChatGPT and may become a key highlight of Apple’s Worldwide Developers Conference (WWDC) in June.
The report says the new Siri, internally called “Campos,” will support both voice and text-based conversations. This marks a shift from Apple’s earlier approach, which focused on keeping AI features quietly integrated into the system rather than presenting them as standalone chat tools.
Apple’s senior vice president Craig Federighi had earlier said he did not want Siri to function as a chatbot. Instead, he preferred AI features that remain easily accessible in the background. However, growing competition from advanced AI chatbots appears to have pushed Apple to rethink its strategy.
The change also comes as Apple faces rising pressure from rivals. OpenAI is reportedly preparing to enter the hardware market, led by former Apple design chief Jony Ive. This has added urgency for Apple to strengthen its own AI offerings.
Apple has widely been seen as trailing competitors in artificial intelligence. The company delayed plans for a more personalised Siri several times and spent much of last year exploring partnerships with AI firms. Apple tested technologies from OpenAI and Anthropic before deciding on a partner.
Earlier this month, Apple confirmed that it will partner with Google to use Gemini as its AI model. This partnership is expected to help Apple improve its AI plans, including the upcoming update to Siri.
If introduced as expected, the new Siri chatbot would be Apple’s biggest move into conversational AI and change how users interact with Apple devices.
