Apple renames Siri to Siri AI with Apple Intelligence

Apple announced at its Worldwide Developers Conference that it will rename Siri to Siri AI and integrate the assistant with its Apple Intelligence platform. The company said the new assistant will begin rolling out to users later this year.

Siri AI will combine answers pulled from the internet with personal device context such as calendar entries, messages and device settings. Apple described the assistant as “profoundly more intelligent, knowledgeable, and capable” than the current Siri and said it will handle broader queries as well as routine phone-specific tasks.

Craig Federighi, Apple’s senior vice president for software engineering, described the company’s approach to AI as measured, warning that some companies are “racing forward” without clear regard for users. He framed Apple’s work as prioritising gradual, privacy-conscious integration across products.

Apple confirmed it used external models, including work involving Google’s Gemini, to accelerate parts of development. The company maintains it controls pre-training, fine-tuning and reinforcement learning stages and applies a privacy layer to how data is handled.

Ben Wood, chief analyst at CCS Insight, said the announcements answered some questions about Apple’s AI direction and highlighted the company’s ability to integrate new features across hardware, software and services. He added Apple is positioning privacy as a differentiator as it develops its models.

Dipanjan Chatterjee, a Forrester vice president and principal analyst, said Apple will emphasise outcomes such as usefulness, simplicity and trust rather than technical details. He warned that delays in previous AI rollouts have reduced customer patience and that another high-profile delay could erode that tolerance.

Analysts noted practical tests ahead for Apple: delivering reliable, large-scale AI responses while preserving privacy and maintaining performance across millions of devices. Industry observers will monitor the timing of the rollout, how web-sourced answers are balanced with personal data protections, and whether the experience persuades users who have adopted rival AI services.