Apple has unveiled an upgraded version of Siri that prioritizes helpfulness over engagement. Executives emphasized the assistant's boundaries during a recent interview. The changes follow the company's WWDC announcements on AI features.
Craig Federighi, Apple’s senior vice president of engineering, said the new Siri will resist attempts at romance or flattery. "Siri really wants to say, 'Listen, that's not what I'm here for, right? I'm here to help you,'" he explained.
Greg Joswiak, Apple’s marketing chief, added that the company wants its technology to fade into the background. Users should not need to become prompt experts, he noted.
The Gemini-powered Siri will integrate more deeply into iOS 27 and apps such as Camera and Photos. It will search the web, use on-screen context, and consider personal information for tasks. A dedicated Siri app is also planned to compete with other chatbots.
Apple introduced the updated assistant at WWDC after nearly two years of delays. The focus at the event was on efficient operating systems that extend the life of older hardware rather than flashy new capabilities.
