Apple is considering using artificial intelligence technology developed by other firms to power a new version of Siri.
Apple is considering using artificial intelligence technology from Anthropic or OpenAI to power a new version of Siri, sidelining its own in-house models in a potentially blockbuster move aimed at turning around its flailing AI effort.
A switch to Anthropic’s Claude or OpenAI’s ChatGPT models for Siri would be an acknowledgment that the company is struggling to compete in generative AI — the most important new technology in decades. Making a change — which is under discussion for next year — could allow Cupertino, California-based Apple to offer Siri features on par with AI assistants on Android phones, helping the company shed its reputation as an AI laggard.
After multiple rounds of testing, Rockwell and other executives concluded that Anthropic’s technology is most promising for Siri’s needs, the people said. The company also demonstrated technology that would let Siri more precisely control apps and features across Apple devices. They don’t see the need for Apple to rely on its own models — which they currently consider inferior — when it can partner with third parties instead, according to the people.While the company brands its features under the Galaxy AI umbrella, many of its features are actually based on Gemini.In the future, if its own technology improves, the executives believe Apple should have ownership of AI models given their increasing importance to how products operate.
Luong is one of Giannandrea’s top lieutenants, and the foundation models team is one of the few significant AI groups still reporting to Giannandrea. Even in that area, Federighi and Rockwell have taken a larger role. Meta, the owner of Facebook and Instagram, has been offering some engineers annual pay packages between $10 million and $40 million — or even more — to join its new Superintelligence Labs group, according to people with knowledge of the matter.
Apple believes that running the models on its own chips housed in Apple-controlled cloud servers — rather than relying on third-party infrastructure — will better safeguard user privacy.Other Apple Intelligence features are powered by AI models that reside on consumers’ devices. The company isn’t currently working on moving away from its in-house models for on-device or developer use cases.
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