Apple Overhauls AI Strategy, Prioritizing Chatbots and Siri Revamp

Apple Inc. is undertaking a significant overhaul of its artificial intelligence strategy, shifting its focus to developing advanced chatbot-like experiences and executing a major revamp of its iconic voice assistant, Siri. This strategic pivot is designed to strengthen the company's position in the fiercely competitive AI landscape, where it has faced criticism for falling behind rivals.

The Cupertino-based tech giant is moving to address a market that has increasingly embraced standalone generative AI applications. , prompting a more aggressive internal push. Central to this new initiative is a redesigned Siri, codenamed 'Project Linwood,' which is expected to launch as early as next year and feature more advanced, conversational capabilities powered by Apple's own foundation models.

To drive the new strategy, Apple has formed a new team called 'Answers, Knowledge and Information' (AKI), tasked with developing products focused on general knowledge retrieval, a core strength of large language models. The company is also reportedly developing an AI-powered web search tool to deliver a more comprehensive, ChatGPT-like user experience. For internal testing of the new Siri technology, Apple has created a dedicated application named 'Veritas,' though there are no current plans for a public release.

, with many seeing it as a critical catalyst for future growth and a potential driver for a major iPhone upgrade cycle. While some have expressed concerns over the timeline, with key features potentially delayed until 2026, the long-term outlook is optimistic. is seen as a necessary step to transform the assistant from a simple command tool into a deeply integrated and proactive part of the Apple ecosystem. The success of these initiatives could be pivotal in redefining Apple's market position in the age of generative AI.