Apple Rebuilds Siri from the Ground Up Amid AI Struggles

Apple’s ambition to lead in generative AI has hit major roadblocks — and now, the company is betting big on a complete overhaul of Siri to catch up. According to a detailed report by Bloomberg’s Mark Gurman, Apple’s internal AI initiative, branded “Apple Intelligence,” has struggled with late starts, executive reluctance, and flawed product integration.

What Went Wrong

Gurman’s report reveals that Siri’s AI revamp — known internally as “LLM Siri” — was delayed by several missteps:

  • Skeptical leadership: Apple software chief Craig Federighi was hesitant to fund AI development without clear outcomes, delaying critical GPU investments.
  • Late to the AI party: Apple didn’t even have a generative AI strategy until after ChatGPT’s late-2022 launch.
  • Leadership misalignment: AI head John Giannandrea reportedly didn’t push hard enough for resources, underestimated consumer interest in chatbots, and failed to integrate into Apple’s leadership culture.
  • Failed AI integration: Bolting generative features onto old Siri caused a cascade of bugs. “It’s whack-a-mole,” one insider said.
  • Overpromising in marketing: Apple showcased features like a supercharged, context-aware Siri — features that weren’t close to being ready.

The New Plan: Rebuild, Not Patch

Apple is now completely rebuilding Siri around a large language model (LLM) architecture. The overhaul is being led by Apple’s AI team in Zurich, with the goal of creating an assistant that is:

  • More conversational and context-aware
  • Better at synthesizing information
  • Capable of leveraging web data like Perplexity AI

This shift also includes privacy-first AI training. Apple plans to use on-device differential privacy to generate synthetic data, comparing it against user patterns (like emails) without sending personal data to its servers.

Giannandrea Steps Back

Gurman reports that Giannandrea has been removed from Siri and AI product development roles. While he may remain at Apple, some insiders speculate he’s being moved “toward retirement” — though concerns remain about losing his research-heavy team.

What’s Next?

Apple’s new AI strategy may debut at WWDC 2025, with “LLM Siri” at the center. If successful, it could finally deliver on the long-standing promise of a smart, seamless digital assistant — one that Apple users have been waiting for far too long.

Source: (TheVerge)

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