Apple is planning a long-anticipated overhaul of Siri that could reshape the voice assistant into a chatbot-style experience similar to OpenAI’s ChatGPT, according to a report by Bloomberg. The updated Siri, expected to debut as part of iOS 27, is likely to be a central focus of Apple’s Worldwide Developers Conference in June.
The revamped assistant, internally codenamed “Campos,” would support both voice and text-based interactions. This marks a shift in Apple’s approach to AI assistants, as the company has historically resisted framing Siri as a conversational chatbot.
Strategic Shift Under Competitive Pressure
Apple Senior Vice President Craig Federighi previously said the company preferred AI features to be deeply integrated across the operating system rather than delivered through a standalone chatbot interface. However, Bloomberg reported that Apple’s strategy has evolved amid the rapid adoption of generative AI products from competitors.
Chat-based assistants from companies such as OpenAI and Anthropic have gained widespread traction, changing user expectations around how AI systems respond to complex queries, generate content, and maintain context across conversations. Apple’s revised plans suggest the company now sees conversational interfaces as a necessary component of remaining competitive.
AI Partnerships and Internal Challenges
Apple has faced ongoing challenges in advancing its own AI capabilities. The company delayed the rollout of a more personalized version of Siri multiple times and spent much of last year evaluating third-party AI models. According to prior reports, Apple tested technologies from OpenAI and Anthropic before selecting Google’s Gemini as its primary AI partner, a decision confirmed earlier this month.
The reliance on an external partner underscores the difficulty Apple has encountered in developing large-scale language models internally at the pace set by rivals. While Gemini is expected to power some of Apple’s AI features, Apple continues to invest in its own assistant architecture to preserve control over user experience and privacy.
Hardware and Ecosystem Considerations
Apple’s renewed focus on Siri also comes as AI companies move toward tighter integration between software and hardware. OpenAI has signaled plans to enter the hardware market, following its acquisition of a startup founded by former Apple design chief Jony Ive. That effort has raised questions about whether AI-native devices could eventually compete with smartphones as primary user interfaces.
For Apple, strengthening Siri’s capabilities could help defend its ecosystem by ensuring that AI-driven interactions remain anchored within iOS and Apple hardware.
