Apple's delayed AI, counterattacks with Google... key is 'user experience'
Apple has launched a 'Siri revival' to overcome the perception that it has fallen behind in generative AI competition. Instead of relying solely on its own technology, it introduced a next-generation foundation model combined with Google Gemini technology. The key is how naturally it will work in actual iPhone user experience.
On the 8th (local time), Apple unveiled the next-generation Apple Intelligence and the revamped 'Siri AI' at its Worldwide Developers Conference (WWDC26). This announcement goes beyond a simple OS update, signaling a major AI strategy overhaul.
Apple had previously pursued a cautious AI strategy, emphasizing privacy and on-device processing. However, with OpenAI, Google, and Anthropic rapidly dominating the generative AI market, Apple has been seen as having lost its early lead.
The biggest change is the collaboration with Google. Apple stated that the next-generation Apple Intelligence is custom-developed based on the latest Apple Foundation Model and collaboration with Google and Gemini models. This marks a shift away from Apple's historically closed approach to AI within its ecosystem, now embracing an external model as core infrastructure.
Foreign media also interpreted the core of this WWDC as 'Siri's reconstruction'. Reuters noted that while Apple first introduced Siri in 2011, user attention has recently shifted to more advanced AI chatbots from OpenAI and Anthropic. It analyzed that the success of the new Siri will depend on how safely and usefully it leverages personal data accumulated in the iPhone, such as emails, messages, and calendars.
Business Insider assessed that Apple has finally put AI into Siri. It highlighted that the new Siri AI operates within Apple software, also offers a standalone app, and has evolved to find personal content like photos or addresses without opening apps. The Verge also viewed the integration of the new Siri AI and next-generation Apple Intelligence across the entire Apple ecosystem (iPhone, iPad, Mac) as a key change.
The new Siri AI features personal context understanding, on-screen content awareness, and web information search. Users can ask to find information in messages, emails, or photos; answer questions based on on-screen content; and perform tasks across apps. A new standalone Siri app allows users to carry conversation history across devices.
While utilizing Google AI, Apple emphasized its own privacy framework. Apple Intelligence handles tasks on-device when possible, and uses private cloud computing for more powerful computations. Apple explained that personal data is not stored and is inaccessible to anyone, including Apple.
This can be seen as a compromise Apple has chosen in the AI race. It acknowledges the difficulty of moving fast with only its own models, while maintaining its existing strengths of privacy and ecosystem integration. The plan is to close the performance gap using Google AI, but naturally implement the user experience within its own device ecosystem (iPhone, Mac, Apple Watch, Vision Pro).
However, there are challenges to solve. First, reliance on Google AI raises questions about Apple's own AI competitiveness. Whether Apple can create a differentiated AI experience based on its own chips, OS, and hardware ecosystem remains to be proven.
Release timing and regional restrictions are also variables. Apple Intelligence includes Korean as a supported language, but the new Siri AI will first be available as a beta in English for supported devices in the second half of this year. Apple says it will rapidly expand supported languages, but has not specified a date for Korean Siri AI.
In the EU, Siri AI will not be available on iOS and iPadOS at the initial launch, and in China, Siri AI and some Apple Intelligence features will not be available until regulatory requirements are resolved.
Market reaction is still cautious. Apple's long-delayed Siri AI overhaul did not greatly satisfy investors. Apple's stock price showed weakness after the announcement, reflecting this sentiment. Many features were unveiled, but whether they can deliver a powerful experience that users can immediately feel, like ChatGPT or Gemini, remains to be seen.
This WWDC marked Apple's full re-entry into the AI race. Apple presented a strategy to rebuild Siri using Google AI, embedding it into on-device and private cloud computing within the iPhone ecosystem. It remains to be seen whether Apple's 'privacy AI' can offer a different perceived value to users compared to ChatGPT or Gemini.
