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As artificial intelligence continues to reshape the tech landscape, Apple has often been viewed as a cautious player in the AI race—especially compared to more aggressive rivals like OpenAI, Google, and Microsoft. But that narrative may soon change. According to a new Bloomberg report, Apple is now accelerating efforts to transform Siri into a serious ChatGPT competitor. With internal developments moving at a rapid pace, the company seems more determined than ever to close the gap.
Apple’s Secret AI Weapon: A Quick Catch-Up in the Chatbot Arena
Apple has been quietly working on its own large language model (LLM) technology, and according to Bloomberg, significant progress has been made within the last six months. The internal chatbot—still unnamed—has reportedly advanced to a stage where some Apple executives claim it’s “on par with recent versions of ChatGPT.”
Initially, Apple’s AI chief, John Giannandrea, had doubts about the practical use of generative chatbots. He was reluctant to shift Siri into a ChatGPT-like assistant, likely due to concerns about reliability and usefulness. However, as market pressure increased and consumer expectations evolved, Apple executives pushed forward with their vision of a more intelligent Siri.
As part of this plan, Apple is reportedly exploring the integration of real-time internet data into Siri’s capabilities. This would enable Siri to gather and synthesize information across multiple sources—something current-gen AI models like ChatGPT and Google Gemini already excel at.
Still, Apple’s chatbot is in its early stages. The company hasn’t publicly released any version of Siri powered by LLMs yet, nor have they integrated chatbot features into iOS. And while Apple’s internal optimism is noteworthy, it must be taken with caution. The tech giant has a track record of overpromising and under-delivering on AI-based Siri features, as noted in skeptical commentary by industry watchers.
Critics point to past examples, such as the delayed rollouts of features like Onscreen Awareness and Personal Context in iOS. Moreover, Apple is not expected to make any major Siri-related announcements at the upcoming WWDC, with its AI-powered Siri more likely to debut in the iOS 19 cycle. Meanwhile, competitors continue to iterate and launch cutting-edge models, which raises the stakes for Apple.
Despite the current buzz, industry experts remain wary. They stress that Apple must move beyond internal testing and actually deliver a functional, public-facing AI assistant that matches—or exceeds—the competition.
What Undercode Say: 📊
From a strategic standpoint, Apple’s new AI initiative marks a major shift in its approach to intelligent software. Historically, Apple has focused on hardware-driven innovation, complemented by conservative software improvements. With this pivot, Apple is recognizing that the future of mobile and computing experiences will be driven heavily by AI.
Here’s what stands out:
Delayed Entry, Strategic Timing: Apple is entering the generative AI space later than rivals, but with the benefit of observing the strengths and weaknesses of competitors. This could allow them to skip early missteps and focus on refinement.
On-Device AI Potential: Unlike cloud-dependent models, Apple may leverage its powerful chips (like the M-series and A-series) for on-device AI processing. This could offer better privacy, faster performance, and a seamless user experience—areas where Apple traditionally excels.
Consumer Ecosystem Synergy: Siri, if enhanced by LLMs, can be deeply integrated across Apple’s devices—iPhone, iPad, Mac, and even HomePod. This interconnected ecosystem provides Apple a unique advantage in building context-aware, personalized AI tools.
Skepticism Still Valid: Apple’s past misfires in AI (e.g., Siri’s limited growth, inconsistent automation features) remain a hurdle. The market is watching not just for promises, but tangible, usable outcomes. Public trust in Apple’s AI direction will hinge on actual product rollouts.
Competitive Pressure Is Real: While Apple refines its model, OpenAI, Google, and Microsoft are launching new features at breakneck speed. GPT-4o has already introduced real-time vision, audio, and multilingual features. Apple must either match or exceed this pace to remain relevant.
WWDC Outlook: The lack of any Siri-related announcements expected at WWDC could either be a sign of secrecy—or delay. If Apple waits until iOS 19 to showcase its AI, it may risk falling further behind unless the product is revolutionary.
From a technical and brand perspective, Apple is uniquely positioned to succeed in AI—but only if it transforms internal prototypes into public-facing innovations that genuinely improve how people use their devices. The next 12 months will be critical for Apple to prove that it’s not just catching up, but leading in its own way.
🕵️ Fact Checker Results
✅ Internal chatbot development is confirmed by multiple Bloomberg sources.
✅ Apple executives claim
✅ No LLM-powered Siri or chatbot has been publicly released yet.
🔮 Prediction
Apple’s AI chatbot will likely debut with iOS 19 in a limited rollout, focused initially on English-speaking regions and flagship devices. Expect a closed beta or developer preview announced in late 2025, followed by public release in 2026. Siri’s upgrade will prioritize privacy, speed, and system-wide integration—but whether it will truly rival ChatGPT depends on Apple’s long-term commitment to AI innovation.
References:
Reported By: 9to5mac.com
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