Apple works to Revive and Improve ‘LLM Siri’ Functionality
Apple’s venture into generative AI has faced serious setbacks, but the company is now attempting a full reboot. According to Bloomberg’s Mark Gurman, Apple Intelligence the company’s AI initiative has been disorganized from the start. At the center of this effort is Siri, which Apple is completely rebuilding using large language models (LLMs).
Although Apple is famous for its polished software, this initiative began far behind competitors. Reportedly, Apple Intelligence wasn’t even conceptualized until after ChatGPT launched in late 2022. As a result, Apple tried to quickly bolt generative AI features onto the existing Siri framework. However, that patchwork approach backfired. Internally, employees compared it to a game of whack-a-mole fix one issue and several more appear.
Another roadblock has been internal hesitation. Software chief Craig Federighi was reluctant to allocate large investments into AI. Furthermore, AI chief John Giannandrea downplayed the need for AI chatbots, believing that most users would prefer to disable such tools. This mindset led Apple to delay purchasing powerful GPUs and to underinvest in essential infrastructure.
Siri’s Redesign and the Zurich Solution
Rather than patching old systems, Apple is now creating a completely new Siri. This redesign will be based entirely on a large language model, offering more natural conversations and better information synthesis. Apple’s AI lab in Zurich is developing the new architecture, which aims to resolve prior issues by eliminating dependence on outdated Siri code.
Additionally, Apple plans to use iPhones for private data training. Using a method called differential privacy, it can create synthetic training data from user content like emails without sending personal information off-device. Apple hopes this approach will maintain user trust while improving its AI tools.
Another strategy under discussion is enabling LLM Siri to search the web and synthesize information from multiple sources. This would place Siri in direct competition with AI search tools like Perplexity. Reportedly, Apple has explored partnerships with such companies to enhance Safari search capabilities.
Leadership Shakeup and Future Direction
While Apple adjusts its AI roadmap, internal leadership is also shifting. Giannandrea, who joined Apple in 2018 from Google, has been removed from Siri and product development projects. Although executives considered guiding him toward retirement, they’re wary of losing valuable talent from his team. For now, he remains with the company but is no longer central to its AI plans.
In the months ahead, Apple hopes this overhaul will realign its AI efforts. Despite past missteps, a clear path forward is emerging — one built on deeper investment, better architecture, and more thoughtful integration. If successful, Siri may finally become the intelligent assistant Apple once promised.
