“In response to EU regulation pressure” Apple could work to allow users in Europe to switch to third-party voice assistants over SIRI The move comes in the midst of indefinite delays to AI-powered Siri upgrades, originally scheduled for March 31 Leaders show concern for the company’s future as Apple falls behind competitors in the AI race
Apple is reportedly working to finish its iPhone operating system to allow European users to choose a third-party voice assistant as their default setting over SIRI.
The news comes via a Bombshell Bloomberg Apple AI report of Mark Gurman and Drake Bennet, quoting “a person with knowledge of the case” and in the wake of Apple’s public struggle to give Siri AI upgrades, first revealed in June 2024.
It is a situation that has already resulted in Apple drawing a number of AI-focused ads and “available now” claims from the Apple Intelligence website. These upgrades were originally to be launched in iOS 18.4 on March 31, but now appears to be delayed without any fixed release date.
This report also claims that Google Gemini is on its way to being added in iOS 19 as a chatgpt alternative, according to people with knowledge of the plan.
Alongside the struggles to make Siri Smarter, Apple is also now facing legislative sanctions in the EU after already being fine for having forced users to use their own App Store.
Right now, if you are asking Siri on an Apple Intelligence-enabled iPhone (iPhone 15 Pro or later) something like “How does CRISPR DNA editing work?” The virtual assistant currently has no answer – except to ask users if they would like chatgpt to answer.
According to an Apple Executive Electoral Quoted by Bloomberg, Apple’s usual methodology is “We are delayed, we have over a billion users, we need to grind it out and we will beat everyone” but it won’t work this time.
(Image Credit: Apple)
Where am I going for Siri now?
To back up his claims, Bloomberg’s report notes that Eddy Cue – Apple’s senior vice president of services – is concerned that “AI could do with Apple what iPhone did with Nokia”. Cue has recently been quoted under the legal certificate of the court as to say that the iPhone could be irrelevant 10 years from now, “as crazy as it sounds”.
While ultimately it may not have a choice when it comes to changes in the EU, Apple would obviously prefer Siri to be able to compete with Gemini and Chatgpt Head on, but at this point it does not seem to have a clear way when it comes to closing the gap, with a senior member of Apple’s AI team, “this is a crisis … it has been a crisis …
While allowing users to siri to a third-party alternative would deal with the problem in the short term and could be a good thing for iPhone and Mac users, it would also be an unwanted access to this current situation.
(Image Credit: Photo by Philippe Lopez/AFP via Getty Images)
In his legal certificate, Cue said Google searches on Apple devices for the first time in 22 years fell last month. The accompanying reason was that users turned away from search engines and against AI tools for collecting information.
While Apple has a dedicated customer base that continues to buy Apple -Devices almost Either way, when AI becomes more integrated into people’s work and personal lives, it can be the decisive factor for less loyal users.
In comparison, Android devices have long allowed owners to switch to another virtual assistant, something that continues into AI’s age.
Apple has undeniably fallen behind when it comes to AI integration, but maybe not catastrophic and when it comes to such a world-changing technology, it might not be such a bad thing. Given how unreliable Google AI listings can be, it’s certainly not an exact science.
Recognizing that they need time to get Siri to a point where it can compete with the others and give users additional functionality in the meantime seems like a victory/victory for Apple and its customers – if the iPhone manufacturer can swallow its pride.
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