Apple has been steadily working on its AI strategy over the past few months, slowly integrating AI features into iOS 18. While its AI platform, Apple Intelligence, has been partially available to the public, many of its features are still in their early stages and have encountered significant issues, prompting some to be disabled. However, a newly leaked memo from Apple has revealed the company’s ambitions for AI in 2025 and offers a glimpse of the future direction for Apple’s artificial intelligence efforts.
Key Insights from the Leaked Memo
The memo, which comes from Apple’s head of AI, John Giannandrea, highlights the company’s current priorities and strategies for the development of AI and its integration with Siri. According to the memo, Apple’s AI group is focused on two key initiatives:
1. Revamping the Core of Siri
One of Apple’s most significant tasks for 2025 is to rebuild Siri’s infrastructure. Siri, Apple’s voice-activated assistant, has been a core component of the company’s ecosystem for years, but it has long struggled to keep up with competitors like Google Assistant and Amazon’s Alexa in terms of AI capabilities. The aim here is to transform Siri into a more robust, responsive, and intelligent assistant that can rival the best AI technologies available today.
Apple is likely focused on creating a more advanced natural language model (NLP) that can understand complex queries, provide more accurate responses, and deliver an overall better user experience. This initiative could involve reworking Siri’s backend systems and enhancing its ability to process user requests more efficiently.
Reports have also suggested that Apple is working on its own Siri Large Language Model (LLM), a major step forward in the company’s AI strategy. While this might not be ready until iOS 19.4 in 2026, it shows that Apple is committed to creating an in-house AI solution that aligns with its privacy and security concerns.
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2. Improving Existing AI Models
In addition to overhauling Siri, Apple is also focusing on improving its existing AI models. This includes refining its in-house models to increase their accuracy, speed, and versatility. Apple has been working on on-device AI for some time, aiming to keep as much processing local as possible. This approach, while more secure and private, has also made Apple appear to be trailing behind competitors like Google and OpenAI, which focus more on cloud-based AI.
Apple’s focus on on-device AI is rooted in its dedication to user privacy and security. However, it has led to criticisms that Apple’s AI efforts are lagging behind the competition, especially in terms of real-time capabilities and cloud-based AI models that leverage large-scale computational power.
To address these gaps, Apple is integrating AI from third-party platforms, such as OpenAI’s ChatGPT, for some of Siri’s functionality. While ChatGPT has proven useful for certain tasks, it still doesn’t quite match the performance and efficiency of Siri’s traditional capabilities. It is widely seen as a stopgap until Apple’s native AI can catch up.
A key takeaway from the leaked memo is the appointment of Kim Vorrath, an experienced Apple project manager, to lead the AI and Siri division. Vorrath, known for resolving complex challenges, will oversee efforts to revamp Siri and improve AI models. Her leadership is expected to drive Apple’s AI development forward, helping the company catch up with Google’s Gemini and Anthropic’s Claude, which currently set the standard for AI technology.
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Siri and Apple’s AI: The Road Ahead
Looking ahead, Apple’s AI strategy appears to be privacy-first, focusing on keeping as much data and processing local as possible. However, this decision has meant that Apple is slightly behind in terms of cloud AI capabilities, something that rivals like Google and OpenAI have embraced more readily. Apple’s move to integrate third-party AI solutions into Siri is a temporary measure, but it also hints at a larger shift towards making Siri more competitive in the rapidly evolving AI space.
Despite its current limitations, Apple Intelligence is gradually expanding its presence in the AI space, with new features expected in iOS 18 and beyond. As Apple works on revamping Siri and developing its own AI models, 2025 could be a pivotal year for the company’s AI endeavors.