Hannah CarterApple’s much-anticipated “Apple Intelligence” is set to overhaul Siri in 2025, but with competitors like Google and OpenAI already dominating the AI landscape, the tech giant’s latest move might not be enough to reclaim its former glory. Here’s a quick rundown of what’s happening:
- Siri’s Big Upgrade: Apple is revamping Siri with on-screen awareness and deep in-app controls, aiming to create a more intuitive user experience on iPhones and Macs.
- Too Little, Too Late?: Despite the promising new features, some of Apple’s own engineers are skeptical about whether the company can truly catch up to the pace set by AI heavyweights like Google’s Gemini and OpenAI’s ChatGPT.
- Hardware Limitations: The full suite of Apple Intelligence features will only be available on the newest hardware, including the iPhone 16 models and M-series iPads and Macs, leaving many users with older devices behind.
- Privacy as a Selling Point: Apple is doubling down on its commitment to privacy, with many of the new AI features running directly on-device. However, with competitors also making strides in this area, it’s unclear if this will be enough to give Apple a lasting edge.
Apple Bets Big on a More Capable Siri in 2025
Apple is gearing up for a major overhaul of its virtual assistant, Siri, in 2025, and the company is betting big that this “intelligence revolution” will be enough to win back users who have grown accustomed to the more advanced capabilities of rivals like Google’s Gemini and OpenAI’s ChatGPT. According to a report from Mark Gurman of Bloomberg, the new and improved Siri will boast on-screen awareness, personal context, and deep in-app controls, allowing it to understand and interact with users’ devices in a way that was previously impossible. This is all part of Apple’s broader “Apple Intelligence” initiative, which aims to seamlessly integrate AI into the user experience across iPhones and Macs.
Craig Federighi, Apple’s Senior Vice President of Software Engineering, is optimistic about the new direction. “Now, the models that power Apple Intelligence are becoming more capable and efficient, and we’re integrating features in even more places across each of our operating systems,” he said. However, there’s a catch. The full suite of these new features will only be available on the latest hardware, including the upcoming iPhone 16 models and iPads and Macs powered by M-series chips. This decision could leave a significant portion of Apple’s user base feeling left out in the cold. You can explore the latest Apple devices on the official Apple Store on Amazon to see if your current hardware will be compatible with the new features.
Can Siri’s ‘Intelligence Revolution’ Compete with Tech’s AI Heavyweights?
Apple is positioning its new Apple Intelligence as a direct competitor to Google’s Gemini and OpenAI’s ChatGPT, touting a frictionless on-device experience that can handle everything from generating emails to creating images and proactively multitasking. But not everyone is convinced that Apple can catch up so quickly. As Brian Heater of TechCrunch points out, “Apple Intelligence was branded ‘AI for the rest of us.’ But leading up to WWDC 2025, many expected that Apple would introduce us to an even more souped-up version of Siri, but we’re going to have to wait a bit longer.” This sentiment is echoed by some within Apple itself, with Mark Gurman reporting that there is persistent skepticism among some engineers about whether the company can truly match the pace set by its competitors.
For those interested in exploring the competition, the Google Pixel 9a with Gemini on Amazon offers a powerful alternative, showcasing the kind of advanced AI capabilities that Apple is now trying to emulate. When considering why IT is so important for modern businesses, the integration of AI is a key factor, and Apple’s late entry into the game could put it at a disadvantage. While Apple has a long history of creating intuitive and user-friendly products, the world of AI is moving at a breakneck pace, and it remains to be seen if the company’s latest efforts will be enough to make a real impact.
Real Concerns: Apple Insiders Cast Doubt on Siri’s Upgrade
Despite the public enthusiasm from Apple executives, there are signs of trouble behind the scenes. Mark Gurman’s reporting reveals that some of Apple’s own software engineers have “concerns” about how well the overhauled Siri actually works, with questions about its reliability and performance. These concerns are not unfounded, as the upgrades were originally slated for a 2024 release but were delayed. In a July 2024 call with investors, CEO Tim Cook acknowledged the challenges, stating, “We’re making good progress on the more personalized Siri, and features are on track to launch next year. However, if issues persist, then even an iOS 26.4 launch might not be guaranteed.”
Engineers are reportedly keeping a close eye on potential bugs, particularly in areas like context switching and integration across Apple’s various platforms. This is a critical area for Apple to get right, as a clunky or unreliable user experience could do more harm than good, further cementing the perception that Siri is lagging behind the competition. The pressure is on for Apple to deliver a product that not only works flawlessly but also offers a compelling reason for users to choose it over the more established AI assistants. You can learn more about what works in the world of AI by checking out our in-depth analysis of the latest trends and technologies.
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What’s Really New: Key Features and Limitations in Apple Intelligence
So, what can users actually expect from Apple Intelligence? The new suite of features includes system-wide writing tools, article summaries, and new visual capabilities. Siri will also be able to pull contextual information from across your apps, making it more helpful and proactive. For example, if you’re looking at a photo of a landmark, you could ask Siri for directions to that location, and it would be able to understand the context and provide the necessary information. However, as previously mentioned, these features come with a significant limitation: they will only be available on the newest hardware. This means that if you own an older iPhone, iPad, or Mac, you’ll be left out of the AI revolution, at least for now.
On the developer side, Apple is opening up its on-device foundation model, allowing developers to build privacy-protected, intelligent features directly into their apps. This could lead to a new wave of innovative and personalized app experiences, but it also raises questions about how Apple will ensure the quality and security of these third-party integrations. It’s a delicate balancing act, and one that Apple will need to navigate carefully to maintain its reputation for creating a seamless and secure ecosystem. If you’re interested in learning more about how to make AI work for you, be sure to check out this resource on making it happen.
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Apple’s Privacy Pitch: The Standout Advantage or Just Catch-Up?
One of Apple’s biggest selling points for its new AI features is its commitment to privacy. The company is emphasizing that many of the Apple Intelligence features will run entirely on-device, which means that your personal data will stay on your device, rather than being sent to the cloud for processing. Craig Federighi has been particularly vocal about this, stating, “Independent experts can inspect the code that runs on Apple silicon servers to continuously verify this privacy promise, and are already doing so. This is an extraordinary step forward for privacy in AI.”
While this is certainly a commendable approach, it’s worth noting that Apple is not alone in its focus on privacy. As TechCrunch points out, rivals like Google and Microsoft are also stepping up their privacy and on-device AI efforts, so Apple’s edge in this area could be short-lived. It’s also worth considering that some of the more advanced AI features will still require some level of cloud processing, which means that users will need to trust Apple to handle their data responsibly. Ultimately, while privacy is an important consideration, it may not be enough to sway users who are looking for the most capable and feature-rich AI experience.
Industry Voices: Is Apple’s Moment Past?
The tech industry is abuzz with speculation about whether Apple’s latest AI push will be enough to turn the tide. Brian Heater of TechCrunch offers a critical perspective, noting that “Siri was early to the game, but has mostly been neglected for the past several years. [The update] is a frictionless experience the assistant had previously lacked.” This sentiment is echoed by Mark Gurman, who reports that “Some Apple employees have concerns about the overhauled Siri’s performance,” raising the risk that Apple’s improvements may be perceived as incremental rather than revolutionary.
Carolina Milanesi, a principal analyst at Creative Strategies, put it bluntly in an interview with CNBC: “We expect consumers will compare Apple Intelligence directly with what OpenAI and Google are offering today. There’s real risk Apple’s late move makes its AI offerings look underwhelming at first.” With so much riding on this release, Apple can’t afford to stumble. The company will need to prove that its new AI features are not only on par with the competition but also offer a unique and compelling user experience that can’t be found anywhere else.
The Competition Won’t Wait: What’s Next for Siri and Apple Intelligence?
Apple has already promised future upgrades for Siri, including even deeper context awareness and a more robust integration with ChatGPT, which are expected to roll out in iOS 26.4 and beyond. However, with timelines remaining tentative, there’s a real danger that these improvements will come too late. The competition is not standing still, and by the time Apple catches up, the goalposts may have already moved. The hardware limitations are also likely to be a point of contention for many users. With only the latest iPads, Macs, and the iPhone 16 line eligible for the full feature set, a sizable portion of Apple’s loyal customer base will be left behind.
Ultimately, Apple’s success will depend on its ability to overcome the skepticism, fix the technical issues, and rapidly ship updates that deliver on the promise of a truly intelligent and personal assistant. The company has a long history of defying expectations, but this time, the stakes are higher than ever. If Apple can’t deliver, it risks being left behind in the AI race, a prospect that would have been unthinkable just a few years ago. For more on the latest in AI, check out our article on how Google’s Gemini AI tool is changing the game.
