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Apple is advancing the launch of a new generation of its voice assistant, Siri, aiming to enhance its capabilities and regain competitiveness in the AI landscape, despite growing internal challenges, including a wave of resignations among its AI staff.

Two Versions, Distinct Goals

The company plans to introduce two versions of Siri. The first, a near-term update, focuses on improving user interactions by leveraging personal data and daily usage context, offering more accurate and relevant responses.

The second, more ambitious version, scheduled for later this year, will feature a chatbot-like interface with advanced contextual understanding, enabling both text and voice interactions. Both versions will rely on a new technical architecture supported by AI models developed with assistance from Google, highlighting Apple’s strategy to utilize external technologies to accelerate development.

Talent Departures and Internal Instability

Over the past six months, Apple has experienced a notable exodus of AI talent, including researchers such as Yanfei Yang, Hauxuan Yu, Bailin Wang, and Zirui Wang, who have moved to startups or major tech firms like Meta and Google DeepMind.

In a high-profile departure, Stuart Powers, a senior executive overseeing Siri, left to join Google DeepMind. Powers had previously led Apple’s autonomous vehicle project and directed Siri’s development and user experience.

These resignations underscore a degree of instability within Apple’s AI teams, fueled in part by internal debates over partially outsourcing AI development—a move that has raised concerns about the long-term strategy.

CEO Reassurance and Strategic Focus

Apple CEO Tim Cook stressed that integrating external AI solutions offers a more efficient foundation for running models and accelerating new user experiences. He confirmed this does not conflict with ongoing development of Apple’s proprietary AI ecosystem, Apple Intelligence.

The most advanced Siri update, originally revealed in 2024, had been delayed due to technical hurdles. The upcoming version promises enhanced contextual awareness, on-screen content interaction, and deeper in-app control.

Market Pressure and Strategic Stakes

Despite internal turbulence, Apple continues to deliver strong financial results, including record iPhone sales. However, the company faces pressure from competitors achieving breakthroughs in AI innovation. Successfully reinventing Siri is central to Apple’s strategy in the fiercely competitive AI market, where retaining talent is as critical as technological advancement.