Apple launches AI-powered Siri to take on Google and Microsoft
Apple has unveiled a new AI-powered version of Siri that can understand what's on a user's screen, search the web and remember details from previous conversations. The launch marks Apple's biggest AI push yet as it looks to close the gap with rivals such as Google and Microsoft.
Apple on Monday unveiled a major overhaul of Siri, introducing a new artificial intelligence-powered version of its voice assistant as the iPhone maker seeks to catch up with rivals in the fast-moving AI race.
The new assistant, called "Siri AI", was announced at Apple's annual Worldwide Developers Conference (WWDC) in Cupertino, California. The upgraded Siri can analyse content displayed on a user's screen, access information from the web, and better understand personal context across apps and conversations.
The company is also launching a dedicated Siri AI app as part of its broader push into artificial intelligence.
"Truly helpful AI must be centred around you and your needs," Apple's software chief Craig Federighi said during the keynote presentation. He said Apple's approach focuses on integrating AI deeply into everyday products while maintaining strong privacy protections.
The announcement comes as Apple faces growing pressure from competitors including Google and Microsoft, both of which have moved aggressively to embed AI assistants into their products and services.
Unlike some rivals that have focused on highly autonomous AI agents capable of performing complex tasks, Apple has emphasised practical features designed to improve the user experience while keeping personal data secure.
Apple Chief Executive Officer Tim Cook said this year's developer conference would be centred on Apple Intelligence and the company's evolving AI strategy.
Beyond Siri, Apple also unveiled iOS 27, the next version of its mobile operating system, which will be available on iPhone 11 models and newer devices. The company also announced that the next version of MacOS will be called "Golden Gate."
Apple used the event to highlight new child-safety features as well. Updated parental controls will allow parents to restrict app access by default, while a new "Ask to Browse" feature will require children to seek permission before visiting new websites.
The company is also expanding protections that automatically blur graphic images in messaging applications and alert parents when potentially harmful content is detected.
Industry analysts said the Siri overhaul marks Apple's most significant AI announcement to date, as the company seeks to narrow the gap with rivals while preserving its long-standing focus on privacy and tight control over its ecosystem.
The move signals that Apple is preparing to play a much larger role in the next phase of AI-driven computing, even as it takes a more measured approach than many of its competitors.
The new assistant, called "Siri AI", was announced at Apple's annual Worldwide Developers Conference (WWDC) in Cupertino, California. The upgraded Siri can analyse content displayed on a user's screen, access information from the web, and better understand personal context across apps and conversations.
Apple said Siri AI will have "broad world knowledge" and the ability to carry on more natural conversations. Users will be able to refer back to previous interactions, while Siri can retrieve information such as an address shared in a message, even if it has not been formally saved on the device.
The company is also launching a dedicated Siri AI app as part of its broader push into artificial intelligence.
"Truly helpful AI must be centred around you and your needs," Apple's software chief Craig Federighi said during the keynote presentation. He said Apple's approach focuses on integrating AI deeply into everyday products while maintaining strong privacy protections.
The announcement comes as Apple faces growing pressure from competitors including Google and Microsoft, both of which have moved aggressively to embed AI assistants into their products and services.
Unlike some rivals that have focused on highly autonomous AI agents capable of performing complex tasks, Apple has emphasised practical features designed to improve the user experience while keeping personal data secure.
Apple Chief Executive Officer Tim Cook said this year's developer conference would be centred on Apple Intelligence and the company's evolving AI strategy.
Beyond Siri, Apple also unveiled iOS 27, the next version of its mobile operating system, which will be available on iPhone 11 models and newer devices. The company also announced that the next version of MacOS will be called "Golden Gate."
Apple used the event to highlight new child-safety features as well. Updated parental controls will allow parents to restrict app access by default, while a new "Ask to Browse" feature will require children to seek permission before visiting new websites.
The company is also expanding protections that automatically blur graphic images in messaging applications and alert parents when potentially harmful content is detected.
Industry analysts said the Siri overhaul marks Apple's most significant AI announcement to date, as the company seeks to narrow the gap with rivals while preserving its long-standing focus on privacy and tight control over its ecosystem.
The move signals that Apple is preparing to play a much larger role in the next phase of AI-driven computing, even as it takes a more measured approach than many of its competitors.
(Edited by : Prashant)
First Published: Jun 9, 2026 12:10 AM IST
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