Here comes Apple’s new Siri again

Apple has been on his back footAI-wise, for the last few years. But in a strange way, playing back wouldn’t be a bad move.

At WWDC on Monday, Apple seems to be preparing to bring us back to the new Siri. Again. As a reminder, we met the new Siri in 2024 when Apple “launched” Apple Intelligence. Siri came with a new bright border, different voice options, and the ability to answer questions in ChatGPT. The full “Intelligence” part of the Siri update was coming soon, Apple promised. It didn’t. In fact, the hype around Apple Intelligence was so misleading that the company is settle a class action lawsuit and it had to pay iPhone owners for items they never shipped. The good news is that, by tripping the ball too badly, Apple could fall back into a good position.

Let’s be clear; if something like the speed of the AI ​​assistant exists, Apple is losing a lot. Gemini is they are already doing things like ordering Ubers and DoorDashing teriyaki. It can check your calendar and see when you need to go to the airport. Gemini won the race, fair and square.

But there is also some mistrust of AI, especially from young peopleand Gemini gets better, and creepier. They he is as if it gives the promise of a really useful agent. But wanting your AI assistant to anticipate your next move actually seeing it happen? Those are very different things. I gave Gemini permission to use my Google Photos and Gmail, but it always makes my skin crawl to hear Gemini say my son’s name out loud. I try a lot of these things when they are available – the risks of work – but how people will react when these types start to come down to the public will be well known.

New Mystery it will be built above Gemini in other words. Apple is no doubt paying well for this feature, but there is a chance that you will get rid of one feature this way. You know the company they don’t Is his name associated with a large, unpopular data center project? Apple. Google isn’t winning friends and influence by rushing to start big construction projects in the backcountry. Apple begins to keep its hands clean, although its payments to Google are expected to be added to the data center.

Then there is the All Helper; AI buttons – everywhere. Siri’s attempts to summarize messages are funny and often annoying, but Siri isn’t in all my books asking for a summary. On the other hand, you can’t open a Google app without coming face to face with the light of Gemini these days, and It risks getting old really, really fast.

Don’t get me wrong; I think Apple would love to give Siri the ability to type my emails, organize my photos into “memories,” and tell me the next steps to replant the dead plants in my yard. It’s just that Siri can’t do any of this. When we meet the new Siri added by Gemini, it will be telling you to see where it appears and with difficulty. According to Bloomberg‘s reportit sounds like we’ll see it in a lot of places: Dynamic Island, Photos, maybe even its own dedicated Siri app for the first time. Siri is very different from the voice assistant we know now, it usually hides in the background.

I think Apple will play again what it likes to play: privacy. You can bet we’ll be hearing more about Private Cloud Compute, which keeps your data as secure as if it never left your device. A modified Siri may also come with the option to remove chat automatically over time, rather than using the data arbitrarily. The promise of privacy, AI protections may attract people who are only willing to provide personal information to Google. But it won’t do much for someone who is just sick of having AI in front of them all day in every app.

Goodness, especially the kind you stumble upon, can be gone as quickly as it came.

Apple may gradually roll out its AI as a smart move. Google execs used to talk incessantly about being “bold and responsible” with AI, but lately they’ve been busy shooting new parts of Gemini and sliding down the singularity to stay on top. Stop procrastinating like taking the time to do things right isn’t a bad bet, but the time for false starts is over. Siri should really remove it this time; a second chance like this comes, you can’t count on it coming back.