Apple's next-gen Siri now seen as 'on par' with ChatGPT, fueled by major AI overhaul

Siri may be on the verge of its biggest transformation yet, as Apple deepens its investment in artificial intelligence and explores new paths to make its assistant more capable and competitive. According to Bloomberg’s Mark Gurman, Apple is working behind the scenes on a complete reimagining of Siri—one that would trade its current structure for a smarter, more cohesive AI system.

At the heart of this initiative is a new LLM-powered foundation designed to move Siri away from years of fragmented development. The assistant's existing system, built through layers of incremental features, is being replaced by a single, unified AI engine aimed at enabling more fluid, intelligent interactions. This could make Siri far more responsive and adaptable to user requests, bringing it closer to the performance users expect from tools like ChatGPT.

Part of the company’s AI evolution is playing out in Switzerland, where Apple has expanded its AI footprint with new research operations in Zurich. These teams are tasked with developing advanced language models and building the groundwork for what will eventually become Siri’s core technology.

While current versions of iOS are beginning to incorporate third-party AI models like ChatGPT—and soon Google Gemini—Apple is reportedly considering further integrations, including Perplexity AI, as it builds out a more flexible and robust assistant framework.

Though Apple is expected to focus its upcoming WWDC on other Apple Intelligence features, these efforts hint at a broader shift. Siri isn’t being left behind—it’s being rebuilt for the future.