Siri is getting an all new app experience later this year

Editor's take

Apple is integrating a more conversational, generative AI capability into Siri, moving beyond its current command-and-control functionality.

This upgrade is significant as it addresses a long-standing criticism of Siri's relative underperformance compared to competitors like OpenAI's ChatGPT or Google's Bard, potentially impacting user engagement with Apple's ecosystem and signaling a broader shift in how users interact with voice assistants. The move could also put pressure on other hardware manufacturers to similarly enhance their native voice AI.

The key to watch will be the actual depth and breadth of Siri's new capabilities, particularly its ability to handle complex, multi-turn conversations and its integration with third-party apps. Success hinges on whether Apple can deliver reliable, useful responses that genuinely surpass current limitations, rather than just a superficial chatbot-like veneer.