📰 AI News: Apple Is Turning Siri Into A Built In AI Chatbot

🔥

📝 TL;DR

Apple is rebuilding Siri into a full on AI chatbot called “Campos,” baked directly into iPhone, iPad, and Mac later this year. Under the hood it will run on Google’s Gemini models, which means Apple is quietly choosing to focus on interface and distribution while renting the AI brain.

🧠 Overview

A new report says Apple will replace the old Siri with a chat style assistant that feels much closer to ChatGPT or Gemini. The revamped Siri, code named Campos, will be deeply integrated into the operating systems instead of living as a thin voice shell on top.

This is Apple’s biggest Siri upgrade since launch and a clear move to catch up in the AI race after a pretty underwhelming first round with Apple Intelligence.

📜 The Announcement

Later this year, Apple plans to ship a new version of Siri that functions as the company’s first true AI chatbot, built directly into iOS, iPadOS, and macOS. Campos will replace the current Siri interface and support both voice and text, so you can talk to it or type just like you would with any modern AI assistant.

The intelligence behind it will come from a higher end custom version of Google’s Gemini models, part of a multiyear deal that reportedly costs Apple around a billion dollars a year. This chatbot upgrade will be the headline feature of Apple’s next major software releases, with most other changes focused on stability and polish.

⚙️ How It Works

• Chatbot at the system level - Campos is not a separate app, it lives inside the operating system so you can invoke it from anywhere and keep context across apps.• Voice and text together - You will be able to both speak and type to the new Siri, which makes it feel more like a flexible AI chat than a one shot voice command system.• Powered by Gemini - Apple is using a custom tuned version of Google’s Gemini 3 tier models behind the scenes so it does not have to build every capability from scratch.• Built to be model agnostic - Internally, Apple is designing Campos so it can swap out the underlying model providers later, which keeps leverage if Gemini stops being the best option.• Tied into Apple Intelligence - Personalization features Apple already announced, like on device context and Private Cloud Compute, are expected to mesh with Campos so it knows more about what you are doing while keeping the data locked into Apple’s privacy model.• The main act for new OS versions - Reports say this chatbot Siri will be the flagship feature of iOS 27 and friends, which tells you how central AI is to Apple’s roadmap now.

💡 Why This Matters

• Siri finally joins the real AI race - For years Siri has lagged badly behind ChatGPT style tools, this is Apple admitting that and doing a full reboot instead of another small tweak.

• AI models are becoming infrastructure - Apple is comfortable renting the brain from Google while controlling the experience, which is a big signal that the real power may sit in distribution, not just raw models.

• Your phone becomes an AI front door - If Campos is front and center on every iPhone, billions of people will default to asking it questions before they ever open a browser or separate AI app.

• Discovery shifts into conversations - When people ask Siri what tool to use, where to go, or how to do something, those answers may never pass through a traditional search results page.

• Privacy questions will get louder - Using Google’s models while promising Apple level privacy is a tightrope, so expect a lot of scrutiny around where data lives and who can see what.

🏢 What This Means for Businesses

• Design for assistant first discovery - Start asking what your offer sounds like when summarized in one or two sentences by an assistant, not just how it looks on a landing page.

• Assume your customers will ask Siri before they Google - People will increasingly say things like “Help me find a copywriter for coaches” or “What is the best tool for X” to their phone, so think about your positioning in that context.

• Make your content easy to summarize - Clear, structured, genuinely helpful content has a better chance of being pulled into AI answers compared to fluffy, keyword stuffed pages.

• Get comfortable being model agnostic - Just like Apple, you do not need to marry one AI provider, build your workflows so you can swap between ChatGPT, Gemini, Claude and others as they evolve.

• Use this as a story for your audience - You can frame your own offers around helping people surf this shift, for example “I help you build an offer that AI assistants actually recommend and your ideal clients actually understand.”

🔚 The Bottom Line

Apple turning Siri into a Gemini powered chatbot is not just a feature update, it is a strategic pivot. Apple is betting that owning the interface, the devices, and the customer relationship will matter more than owning every line of AI code underneath.

For you, the signal is simple, AI assistants baked into the operating system are going to be where a lot of attention flows. The opportunity is to make sure that when your ideal customer asks their phone for help, you are the kind of clear, valuable answer that the assistant wants to speak out loud.

💬 Your Take

If your customers start talking to a much smarter Siri every day, what is the first thing you would change, how you explain your offer, how you create content, or how you show up inside the tools and ecosystems they already use?

1 comment