Apple's New Siri: A Late Entry in the AI Race

Apple's announcement of an AI-driven upgrade to Siri at the 2026 WWDC marks a significant shift in the company's AI strategy. After a two-year delay, the tech giant finally unveiled the new Siri, set to make its debut this fall. The update positions Siri as a competitive alternative to the free tier of ChatGPT, a service Apple partnered with in 2024.

Siri's New Role

Unlike the sophisticated AI engines like ChatGPT and Claude, the revamped Siri isn't designed to compete on all fronts. Instead, Apple's goal is clear: to keep users engaged within its ecosystem. Nilay Patel of The Verge suggests that many might find the new Siri a viable substitute for ChatGPT's free version, especially given its easy integration with Apple's devices. The benchmark results speak for themselves.

What the English-language press missed: Apple's strategy might be aimed at protecting its services revenue, which is important for the company. If users rely on Siri for everyday tasks, it reduces the risk of cloud services bypassing iPhones altogether. But is this enough to hold Apple's dominance in the face of potential shifts toward AI-powered wearables?

The AI Landscape

Western coverage has largely overlooked this: Apple's cautious AI approach reflects its usual strategy, observe, then innovate. The tech landscape is rapidly evolving, and the integration of AI into consumer products has become imperative. However, the real question remains: can Siri's enhancements match the depth of functionality offered by competitors like ChatGPT's paid versions?

While Apple has historically maintained control over its technology, this move could be a response to the growing influence of companies like OpenAI. Interestingly, OpenAI, once a partner, may now be seen as a competitor, especially as the firm explores consumer hardware.

Looking Forward

The paper, published in Japanese, reveals that Apple's foray into AI isn't just about Siri. It's part of a broader effort to secure its position in an industry where the user-device interface could shift dramatically. The company's emphasis on integrating AI deeply with its ecosystem is undoubtedly a strategic defensive move.

Ultimately, Apple's challenge will be to ensure that Siri's new capabilities are compelling enough to prevent users from gravitating towards more advanced AI solutions. As the tech giant maps out its future, if Siri's evolution can keep pace with user expectations and emerging AI technologies.