Apple to Unveil Google-Powered AI Siri at WWDC

WWDC 2023 Conference and the Next Generation of Siri

According to НВ — Техно: The annual Apple Worldwide Developers Conference (WWDC) kicks off on June 9, with a major highlight being the next iteration of Siri, which will feature significantly enhanced artificial intelligence capabilities. According to Bloomberg, this upcoming version of Siri promises a substantial leap in functionality thanks to the integration of new technologies.

Mike Rockwell, who took over leadership of Siri development in 2025, has assumed some of John Giannandrea’s responsibilities related to this feature. It’s worth noting that Apple’s Intelligence platform fell short of the company’s expectations. Rockwell had warned Apple’s management as early as around 2016 about the importance of advancing AI, and he also led the development of the Vision Pro headset. Although that device was hailed as a major technological achievement, it failed to become a mass-market hit.

Anticipated Features of the New Siri

According to reports, the new Siri will be able to access personal user data, analyze documents, and interpret information displayed on the device screen. Additionally, this version will include a dedicated chatbot function and a refreshed design. The core of the new Siri will be powered by a large language model from Google, which Apple is using under a licensing agreement. Rockwell also helped broker the partnership with Google, a pivotal step in advancing the company’s AI efforts.

Current Apple CEO Tim Cook is expected to attend the conference, where he will introduce software chief Craig Federighi. In April of this year, Bloomberg journalist Mark Gurman reported that Apple’s future CEO, John Ternus, had been critical of the Vision Pro, highlighting internal debates within the company about its strategic direction.

The WWDC 2023 conference is shaping up to be a pivotal moment for Apple, as the new Siri could dramatically change how users interact with the company’s devices and shape the future of AI technology within the Apple ecosystem.

The launch of the new Siri at WWDC 2023 could mark a critical milestone for Apple in the competitive landscape of voice assistants. As AI technologies evolve rapidly, successfully rolling out new features could enhance user experience and solidify the company’s industry standing. The collaboration with Google and the adoption of their language model also signal a strategic shift in Apple’s approach to product development. This move could influence future innovations and help the company adapt to the needs of modern consumers.

As Apple continues to innovate in the realm of augmented reality, the anticipated launch of smart glasses by 2027 highlights the company's commitment to integrating advanced technology into everyday life. This move aligns with their efforts to enhance Siri's capabilities, suggesting a broader strategy to leverage AI across various devices and platforms.