Apple is gearing up for a major overhaul of its voice assistant Siri, transforming it into a chatbot akin to OpenAI’s ChatGPT and Google’s Gemini.
The tech giant has faced criticism for falling behind in AI innovation. This month, Apple seems to be moving beyond a mere Siri upgrade, aiming to fundamentally reshape its AI strategy through a partnership with Google.
Industry sources revealed on Friday that Apple plans to unveil the Campo project at the Worldwide Developers Conference (WWDC) in June. This initiative will revamp Siri into an interactive chatbot, with an official launch expected in September.
The Campos project centers on integrating Gemini-based customized generative AI into Siri. Google and Apple recently inked a multi-year deal, estimated at $1 billion annually, to leverage a high-performance model on par with Gemini 3 for developing next-generation Siri and personal intelligence features.
The new Siri chatbot is expected to excel in contextual understanding, multitasking, and natural user interactions. Unlike its current version, which simply executes basic commands, the upgraded Siri will handle complex requests such as “summarize last week’s photos with my friend and email them.”
Moreover, Siri’s integration across Apple’s core apps, including Mail, Music, and Photos, will enable users to accomplish more tasks with voice alone.
Industry experts predict this shift will reshape the competitive landscape for AI smartphones, particularly against rivals such as Samsung.
Samsung has been using its Gemini-based Galaxy AI as a key selling point to boost market share for its Galaxy S series.
Apple has previously taken a cautious stance on introducing its own chatbot. Last year, Craig Federighi, Apple’s Senior VP of Software Engineering, stated that moving users to a separate chat environment didn’t align with Apple’s vision for user experience.
However, as the generative AI market rapidly expands and major players such as Samsung, Google, and OpenAI enhance their conversational AI capabilities, Apple appears to be compelled to adjust its strategy.