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About a year ago, I spoke with Apple's Craig Federighi after the WWDC 2025 keynote to discuss the Siri delay, and at the time, the senior vice president of software engineering seemed adamant that Apple was not interested in building a chatbot.
"Apple didn't want to send users off into some chat experience in order to get things done," Federighi told me. "We were very clear this wasn't about us building a chatbot. We want to bring intelligence deeply integrated into the experience of all of our platforms."
Fast-forward one year to WWDC 2026, and Apple has unveiled the new Siri AI, which — you guessed it — has a dedicated app that some might perceive as a chatbot. But Federighi and other Apple executives here insisted during a press Q&A that Apple's focus has not changed.
"We see Siri not as a separate chatbot, an unintegrated place you go and chitchat, but rather as an integral but conversational tool that you use in the moment," said Federighi. "It's deeply integrated into your experience, understanding what's on screen...And so while the experiences are conversational, they are really an extension of your system experience, deeply integrated into your flow."
The new Siri AI in action
A good example of the new Siri is what Mike Rockwell demoed during the Q&A session. The VP of Siri engineering asked what everyone was bringing to an upcoming potluck lunch, and Siri AI then gathered the info from separate text messages and showed it on screen.
From there, Rockwell asked Siri which drinks would pair well with the food, and Siri went to Apple's World Knowledge Service to find the info.
He then swiped down to expand the window, and we were immediately brought to the Siri app, where you can scroll for more information. And then it's a conversation that you can return to in the Siri app whenever you want.
"Now we did go back and forth on what's the best way if you want to get back to such a chat that you had," Federighi shared. "Because you want to continue it, you want to reference it, and quite honestly, the most natural affordance for any user to go find something like that is to have an app that they can manage on their home screen, launch, and get back to. And so we have a Siri app."
A big focus on privacy
Despite Apple partnering with Google to use some of its models, Apple execs insist that its Siri AI is private and no user information is shared. Craig Federighi showed that Apple's architecture is completely different from, say, Google's Gemini.
The architecture includes an on-device component that comprises a system orchestrator and Apple's AFM Core Advanced model, and there are models in the cloud, including AFM Cloud, AFM Cloud Pro, and ADM Cloud (images), plus Apple's World Knowledge service.
Apple's Private Cloud Compute still handles users’ requests even when working with third parties like Google, and personal data is not stored or made accessible to Apple or anyone else.
"To bring this model to production, we worked with both Google and Nvidia to extend our private cloud compute infrastructure to Nvidia GPUs in Google's cloud, while maintaining Apple's unmatched privacy guarantees," said Sebastian Marineau-Mes, who runs the Apple Intelligence Experience team at Apple.
And while other chatbots are exploring ads based on your interactions and personal context, you're not going to see that from Siri AI.
"You are in control of your information, your information about how well Siri and Apple intelligence get to understand you and your preferences, your personal contacts," Rockwell said. "You're not going to see an ad from us coming based on, 'Hey, we noticed you like Thai food, here's some Thai food now.' You stay completely in control of your information at all times."
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