Why Apple needs to go all in on AI in 2024

Siri was pretty mind blowing when Apple launched it alongside the iPhone 4S in 2011. Back then, voice assistants were brand new – but in the intervening years, thanks to the arrival of Amazon and Google's own attempts, Siri has begun to look a little, er, less intelligent than her competitors. And with the advent of AI-powered assistants such as ChatGPT, Siri is getting seriously left behind. But that might all be about to change. 

We've heard tell for a while that Apple is planning to unveil a new wave of its own generative AI tools at this year's WWDC, including a brand new on-device assistant. According to Bloomberg's Mark Gurman, Apple has been testing a large language model since early 2023, and is set to launch a completely revamped version of Siri. And it won't be a moment too soon. (In the market for new gear? Check out the best iPhone 15 deals available now.)

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Daniel John
Senior News Editor

Daniel John is Senior News Editor at Creative Bloq. He reports on the worlds of art, design, branding and lifestyle tech (which often translates to tech made by Apple). He joined in 2020 after working in copywriting and digital marketing with brands including ITV, NBC, Channel 4 and more.