- Apple has some catching up to do on AI
- Siri upgrades would be a priority
- Apple also wants improved AI models
We’ve seen Apple Intelligence launch with a lot of hype over the past 12 months, and it looks like there’s a lot more to come in this area – with a recently leaked memo revealing Apple’s top two priorities when it comes to intelligence. AI for the remainder of 2025.
The memo was reported in a Bloomberg article (via 9to5Mac), which states that Apple executive Kim Vorrath has been moved to the AI division with the task of “bringing artificial intelligence and Siri into shape.”
John Giannandrea, Apple’s head of AI, announced the news in an internal memo that apparently also reveals two key goals for the division in the coming months: improving the digital assistant Siri and creating better AI models internal.
It is recognized that Apple is still far behind in terms of AI. We just saw the AI-enabled Galaxy S25 phones launched by Samsung, while Google is integrating its advanced Gemini AI into almost all of its apps and devices.
AI Upgrades
The two objectives put forward by Giannandrea are logical. Siri was ahead of its time when it debuted in 2011, but since then it’s been overtaken by its competitors – and it’s an Apple product that users often complain about.
OpenAI’s ChatGPT is an example of a much more versatile and far-reaching AI assistant, and Apple added a ChatGPT extension to Siri with iOS 18.2 – an admission that Siri is currently not up to par.
Ultimately, Apple will want to break ties with competing AI assistants, and improving its own extended language models (LLMs) will help with that – the second goal. Companies like OpenAI, Google, and Meta all have numerous LLMs powering their AI technology.
We’ve already heard that Apple’s own LLMs could be developed enough by next year for a true next-generation Siri 2.0 to emerge – so expect more news when Apple reveals its plans for iOS 19 in June at WWDC 2025.
