Apple Makes Another Move As They Try To Catch Up In AI Race

Apple is making a dramatic break from its tightly controlled ecosystem, moving to open its Siri voice assistant to third-party artificial intelligence platforms in a bid to catch up in the escalating AI arms race.

The shift marks a significant reversal for a company long known for restricting outside access to its software and services. Now, under mounting pressure and lagging behind rivals such as Google and Samsung, Apple is preparing to let external AI tools operate داخل Siri—effectively turning the iPhone into a broader AI platform.

According to Bloomberg, the changes are expected to debut as part of a major Siri overhaul in the upcoming iOS 27 update.

Playing Catch-Up in AI

Apple’s pivot underscores growing concern about its position in artificial intelligence. Analysts warn that without a competitive AI strategy—particularly around Siri—the tech giant risks falling further behind faster-moving competitors.

The company has struggled to build momentum internally, with reports of senior AI talent departing and development challenges slowing progress. Those setbacks have forced Apple to rethink its approach, increasingly looking outside its walls for innovation.

It unclear how Apple will fare in an AI-disrupted world

Opening the Gates

Under the new system, iPhone users will be able to route Siri requests to third-party AI services such as Google’s Gemini or Anthropic’s Claude—similar to existing integrations with ChatGPT, but far more expansive.

Rather than relying on one-off partnerships, Apple is developing an “Extensions” framework that would allow multiple AI apps installed via the App Store to plug directly into Siri. Users could choose which AI service handles each query.

The move could also unlock a lucrative new revenue stream. By funnelling subscriptions through the App Store, Apple stands to take a cut of payments tied to premium AI services.

Strategic Shift, Not Surrender

Importantly, the initiative is separate from Apple’s reported efforts to rebuild Siri using Google’s Gemini models at a foundational level. Instead, this new approach focuses on user-facing flexibility—letting multiple AI systems coexist within Apple’s ecosystem.

Still, the market reaction has been cautious. News of the shift briefly pushed Google shares lower, while Apple stock saw only modest gains.

WWDC in Focus

Apple is expected to outline its AI strategy in greater detail at its Worldwide Developers Conference on June 8, where it has already promised announcements around “AI advancements.”

Beyond opening Siri, the company is reportedly working on a redesigned Siri app, deeper integration with Spotlight search, and new features such as “Ask Siri” and “Write with Siri” tools.

High Stakes for Apple

The overhaul signals a high-stakes moment for Apple. Once a pioneer of digital assistants, the company now finds itself racing to remain relevant in an AI-driven future.

Whether opening Siri to rivals will strengthen its ecosystem—or highlight how far it has fallen behind—may soon become clear.