- Apple has some obtaining to do in AI
- Siri upgrades are reportedly a priority
- Apple wants improved AI models as well
We’ve seen Apple Intelligence launched with a whole lot of hype in the last 12 months, and it seems there is much more to get in this area – with a newly leaked memo that reveals Apple’s Top to AI priorities for the rest of 2025.
The memo was reported in an article by Bloomberg (via 9to5Mac), which says high assessed Apple Director Kim Vorrath has been moved to the AI division with the task of “whipping artificial intelligence and Siri in form”.
John Giannandrea, Apple’s leader of AI, announced the news of an internal memo, which apparently also reveals two key goals of the division in the coming months: Improving Siri Digital Assistant and building better internal AI models.
There is a recognition that Apple is still a way in the back when it comes to AI. We’ve just seen the AI-packed Galaxy S25 phones launched by Samsung, while Google pushes its advanced Gemini AI into almost all its apps and devices.
AI upgrades
The two goals allegedly highlighted by Giannandrea make sense. Siri was ahead of his time when it debuted back in 2011, but since then it was overtaken by its rivals – and it is an Apple product that users often complain about.
Openais Chatgpt is an example of an AI assistant that is much more versatile and far-reaching, and Apple has added a chatgpt extension to Siri with iOS 18.2-a admission that Siri is currently not on par.
In the end, Apple wants to cut ties with rival AI assistants, and to improve its own large language models (LLMs) will help with that – the other goal. Such Openai, Google and Meta all have extensive LLMs that operate their AI technology.
We have heard in the past that Apple’s own LLMs may have evolved sufficiently by next year for a truly next generation Siri 2.0 to show up-so expect more news will appear when Apple reveals its plans for iOS 19 sometime in June WWDC 2025.
