Apple unveils Siri AI upgrade ahead of beta launch
Apple announced a major overhaul of Siri, adding screen analysis, personal context and new voice features, while analysts assess its potential to drive device upgrades and services revenue.
Apple said on Monday that its Siri digital assistant will receive a substantial AI-driven upgrade, dubbed Siri AI, which it plans to roll out in beta later this year. The revamped assistant will be able to operate apps, analyse the iPhone’s screen to answer queries and incorporate personal context into its responses.
The company hopes the new capabilities will help it compete with offerings such as OpenAI’s ChatGPT and Google’s Gemini, and may encourage users to upgrade to newer iPhone models or subscribe to higher-tier iCloud+ plans. Some features, including more accurate voice dictation and expressive voice customisation, will be limited to the latest iPhone 17 Pro, Pro Max and iPhone Air devices.
Analysts noted that Apple has lagged behind rivals in AI development. Barclays described recent updates as “more evolutionary vs revolutionary” and questioned Apple’s monetisation strategy. Morgan Stanley said the announcements outline “clearer paths to monetizing AI” but characterised the effort as a “marathon, not a sprint.”
According to Bloomberg Intelligence, more than half of the existing iPhone base lacks the hardware needed for the new Siri functions, and ABI Research’s Paul Schell said AI is not yet driving upgrade cycles. Apple did not comment on its plans to monetise Siri AI.
Apple demonstrated Siri pulling information from messages, such as locating a friend’s new address, and interpreting visual content on the screen to provide directions. Creative Strategies analyst Carolina Milanesi said the assistant is aimed at everyday tasks rather than business productivity. International Data Corporation’s Nabila Popal warned that the deep personal integration could make switching to Android more difficult for users.
The rollout will initially be available on iPhone 15 Pro and newer models, with some advanced features requiring an iCloud+ subscription.