Apple Bets Big on AI to Reinvent Siri and Fulfill the Promise of Voice Computing

Apple is making a pivotal push to revitalize its digital assistant Siri with a major overhaul centered on AI-powered voice controls that could finally deliver on the original promise of voice-activated computing. While consumer attention this fall is expected to focus on Apple’s new “liquid glass” design language introduced at WWDC—characterized by translucent, reflective UI elements—the real innovation lies behind the scenes. According to Bloomberg’s Mark Gurman, Apple is developing a next-generation Siri capable of performing complex, app-specific actions through voice commands, a leap that could redefine user interaction across its ecosystem. The current version of Siri has long struggled to meet expectations. Despite launching in 2011 as a groundbreaking feature, it has suffered from inconsistent performance, limited functionality, and a perception of obsolescence. Past attempts to modernize it, including a high-profile but failed 2024 announcement of AI-powered features, only deepened skepticism. Now, Apple is betting on a fundamentally different approach: a Siri that doesn’t just answer questions but actively navigates and operates within apps—just as a user would. The new Siri would allow users to say things like “Find the photo from my trip to Bali, crop it, and send it to Mom” or “Comment on this Instagram post” or “Log me into my banking app.” This would be made possible through Apple’s App Intents framework, which enables developers to expose specific app functions to external systems like Siri, Shortcuts, and Spotlight. Apple is already testing this integration with major apps including Uber, Amazon, YouTube, WhatsApp, Facebook, Threads, Temu, and AllTrails. The goal is to create a seamless, hands-free experience across all Apple devices—iPhone, iPad, Mac, Apple Watch, Apple TV, and HomePod—especially where touch input is impractical. On the Apple Watch, for example, voice control could replace awkward swiping and tapping. On the Mac, it could streamline workflows. For screenless devices like HomePod, it could become the primary interface. This shift represents a return to the original vision of Siri: not just a voice responder, but a true digital assistant that acts on your behalf. Apple has spent over a decade trying to build the “Star Trek”-style computer and communicator, but previous attempts with Siri, Alexa, and Google Assistant have fallen short in real-world complexity. Even Google’s Assistant now struggles with basic smart home commands, raising concerns about reliability and prompting potential legal action. Apple’s new Siri is reportedly a top internal priority, with plans to roll it out alongside a broader Siri infrastructure overhaul in spring 2026. However, engineers face significant hurdles. Ensuring accuracy across hundreds of apps, especially in high-stakes areas like banking and health, remains a challenge. A failure in these domains could damage trust and push users toward competitors. If successful, this new Siri could position Apple at the forefront of the AI revolution, reestablishing its reputation as the innovator that shapes the future of tech. But if it underperforms—especially after years of hype—it could backfire, driving users to alternatives like OpenAI’s AI tools or the rumored AI hardware being developed by former Apple design lead Jony Ive and Sam Altman. The stakes are high. Apple’s hardware sales remain strong, but to achieve the next leap in growth and relevance, it must deliver a voice assistant that truly works—intelligently, reliably, and seamlessly. The success of this new Siri could determine whether Apple leads the next era of AI or falls behind.